Pierre Belisle, who heads Belisle Marketing buys into the idea that “If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.” A recent project by Belisle Marketing demonstrated that the trophies from such “safaris” can be brought back more easily and less expensively than ever before, thanks to current video…
A study was performed for a commercial airline to understand why some people do not fly. When the respondents were asked, “Are you afraid to fly?” very few people said yes. The major reasons given for not flying were cost, inconvenience, and delays caused by bad weather. However, it was suspected that the answers were heavily influenced by…
Stories? Horror stories? That is one thing that DuPont .a manufacturer of panty hose material, overlooked when doing research to find OUI what customers like. DuPonl conducted the same research that all other companies conduct, including focus groups and surveys. Unfortunately, it wasn’t enough. The problem with focus groups was the respondents’ unwillingness to respond. Some felt ashamed…
The laddering technique was used to determine consumer attitudes and purchasing motivations toward the Sony PlayStation 3 The key laddering insights for this product included: • My friends come over and we spend an evening working together through a game or playing against each other. • Challenging games require more critical thinking and decision making. It feels…
There are instances in which traditional focus groups will continue’to be preferred. For instance, you really can’t explore highly emotional issues or subject matters online. Since the reach for online focus groups is currently limited to people with Internet access, online focus groups are not appropriate for every research situation. Hewever, they are very suitable for companies that…
The disadvantages of focus groups may be summarized by the five M’s: 1. Misuse: Focus groups can be misused and abused by considering the results as conclusive rather than exploratory. 2. Misjudge: Focus group results can be more easily misjudged than the results of other darn collection techniques. Focus groups are particularly susceptible to client and researcher biases.…
Focus Group Objectives The Mall of Atlanta focus groups were conducted to understand shopping mall expectations of the youth segment, to determine this group’s perceptions of the recent weekend visit, and to analyze the perceived brand identity of the malt based on the individual’s experience Method and Procedures Reactions were solicited for the Mall of Atlanta experience…
1. Kindness with fussiness: The moderator must combines disciplined detachment with understanding empathy in order to generate the necessary interaction. 2. Permissiveness:The moderator must be permissive yet alert to signs that the group’s cordiality or purpose is disintegrating. ‘ 3. Involvement:The moderator must encourage and stimulate intense personal involvement. 4. Incomplete understanding:The encouragement respondents to be more…
Show and Tell Focus Groups Tell Baby-Boomer Values Baby boomers are a large consumer target for many products. and “show and tell” focus groups are providing the needed insight into the core values these boomers hold close to their hearts. The show and tell focus groups work in this manner. Participants are asked to bring in three…
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