The best way to get fexible information and to start assumptions in marketing tasks, which the company holds. The research purpose is to hold an open discussion with a group of people from the target audience. During the research, the participants express their opinion on the subject of the research: product or service, it is a special psychological atmosphere, in result of which each participant understands the importance of opinion. The moderator of the discussion coordinates the discussion in the necessary direction, and the participants, in this time, exchange views and discuss. As a result, it is possible to create a collective opinion, based on which to reach a conclusion on the attitude towards the product of the target audience. This method is quite effective in term, budget and the amount of information obtained.
PURPOSES FOLLOWED BY THE ORGANISATION OF THIS FOCUS GROUPS:
– Formulation of new hypotheses and ideas;
– Description of brand image;
– Testing a new product (the product itself, the decor, the concept of promotion);
– Determination of brand position in the market;
– The materialization or completion of data obtained as a result of quantitative research.
THE ADVANTAGES OF THE FOCUS GROUP:
– The psychological atmosphere of the discussion, which allows emotionally and unashamedly the exposure of opinion, contradiction, discussion;
– Such discussions allow highlighting new ideas for product promotion;
– The customer can assist and correct the topic for discussion during the conduct of the group.