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A focus group is a group interview involving a small number (sometimes up to ten) of demographically predefined participants. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to better understand people's reactions to products or services or participants' perceptions of ...
Apr 10, 2024 · In 2020, the two founders sold a 25% stake to Bowmark Capital, another private equity firm, at a valuation of about £225m. It was unclear on Wednesday whether Bowmark would roll over its stake as ...
- Second World War propaganda – the first ‘focused interview' It’s generally accepted that the first instance of what would go on to be called the ‘focus group’ occurred during World War II.
- Women buy cars too… In the 1950s, Chrysler Plymouth struggled with sales of its convertible until focus groups indicated that it was wives–not husbands–choosing more sensible sedans over youthful exciting cars.
- The focus group that identified the psychological effects of AIDS on the gay community. For the first time in history, a focus group overcame the limited knowledge about the gay community by setting out to study the impact of AIDS on gay men.
- The focus group that saved Domino’s pizza as we know it. The whole pizza industry was on a downward spiral in 2009, but a focus group helped turn things around for Domino’s.
At Schlesinger Group, we’ve always made it our business to evolve alongside it. We began as a focus group facilitation provider, connecting business questions to real human answers. But over the past 57 years and through several acquisitions, we’ve expanded to become much more — today, we lead qualitative, quantitative and tech-enabled research around the globe.
- Disney
- Kraft Foods
- Southwest Airlines
- Frito-Lay
- Future Roles of Focus Groups
- Top Focus Group Companies
- In Conclusion
Today’s Twitter is a big pivot from what was originally a platform for sharing podcasts. Founders Biz Stone and Evan Williams recognized the potential of podcasts to take off in popularity, and wanted to build a platform that revolved around them. They were beaten to the market by Apple, which released podcast capability through iTunes that same ye...
Disney has established regular “kid-centric” focus groups consisting of preschoolers and young children. They accomplished this by partnering with preschools and primary schools near the company headquarters in Los Angeles. In exchange, the schools receive donations and the children receive Disney stickers for their participation.2 The goal of thes...
Big companies like Kraft Foods have tapped their large pool of employees to create focus groups designed to improve their marketing. Like most Americans, employees are well-aware of the Kraft Foods brand (even before becoming workers), giving the company a valuable starting point. In the past, employees were encouraged to use Kraft’s own social net...
Southwest holds regular focus groups with employees to find out what their customers seem to like and what their top complaints are. They go even further than Kraft in terms of tapping the potential of employees, by using them in advertisements. Flight attendants have starred in Southwest commercials over the years, and recent TV commercials have f...
Frito-Lay, a PepsiCo company, wanted to increase their market share, so they decided to hold a contest for their customers. People were asked to send in their idea for the best new potato chip flavor to compete for a million-dollar prize5. This innovate way of conducting research provided the company with valuable feedback about what customers want...
These major brands have realized the importance of focus groups in planning their advertising strategies. In the case of Frito-Lay, their marketing initiative actually turned into a large focus group. Due to advances in technology, marketing and advertising are increasingly becoming web-based, and customer research is following along. The focus gro...
As the case studies above demonstrate, focus groups that are conducted properly and ask the right questions can yield hugely beneficial and valuable information for a company. Although some studies are conducted internally, focus groups are more commonly held with groups of consumers recruited by market research companies. These consumers only have...
Every product and service has its own niche, or place in the market, and there are reasons why certain customers are attracted to certain products. The goal of every company is to find out what those reasons are so that they can access their customers better, thereby increasing sales. When they understand why customers are, or are not, using their ...
Mar 23, 2020 · 5. Focus groups can cause passions to spiral out of control. The organizers of focus groups attempt to put in structures and protocols that keep people safe when sharing opinions. There can be times when a person’s belief structures, perspectives, or ideas run counter to those shared by the rest of the group.
People also ask
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How are focus groups used in market research?
How much is focus group worth?
Focus groups are an agile approach because you can react and respond in the moment to what you are hearing. This adaptability works well when the stimuli you want to explore is in its very early stages. Sometimes consumers need a bit more hand-holding to understand what exactly we’re showing them.
