When deciding to conduct market research, the first thing to do is to review the secondary sources and then decide on a qualitative and quantitative research to be conclusive.
Well this time, we will see a qualitative research technique, widely used but little used: Focus groups or group dynamics.
Why do we do qualitative research?
To describe situations, events, people, interactions and observed behaviors, attitudes, interests, opinions; direct accounts of personal experiences, attitudes, beliefs and thoughts of the people or consumer.
Qualitative Research is an intuitive and subjective approach to data collection, open response. It is not for statistical purposes, therefore it is not conclusive. But, from it, you can:
* Generate ideas about new products or services, or improve existing ones.
* Develop explanatory research based on attitudes, motivations or beliefs.
* Evaluate marketing activities, such as the design or effectiveness of advertising, as well as packaging, packaging, names or concepts, price competitiveness.
* Know the terminology of consumers, to incorporate it in advertising messages.
* Know the causes of the decrease in sales.
* Prepare hypotheses, list questions and establish typologies of consumers.
* Expand, deepen and understand quantitative results.
What is a focus group?
It is the meeting of groups of people who talk among themselves about a previously defined topic, in order to find a solution to a problem or to provide information about it. A group is not a sample of the population.
How to make a Focus Group more effective?
In planning:
* Members of a group must be between 6 and 10 members. Ideal: 8
* Number of groups: At least two groups are recommended for each characteristic or sample variable. Eg Variables: sex and age (to ensure relevance and consistency).
* Belong to various districts. Do not enroll in areas surrounding the company, or outpatient enrollment.
* They must be people of the requested socioeconomic level. That is to say, of the economic and cultural level and with lifestyles characteristic of the level.
* Be balanced at the gender level, if the study objectives warrant it.
* Not knowing each other - friends, neighbors, generally not acquaintances - and even less being family.
* Do not belong to the same company, university or institution. That is to say, not being colleagues or studying.
* Do not belong to research companies or other institution linked to the subject to be discussed. Reject or separate guests whose professions lead them to issue technical opinions.
* The moderator must be external, and experienced. If someone from the same company does it, bias and “wanting” to defend your project or idea is almost inevitable.
In execution:
* Delineate the important topics to deepen.
* Give the moderators as much information as possible.
* Pay attention to non-verbal cues. Ask the members for permission and film the session, then you will see other unobserved details.
* Do not expect the moderator to follow the guide in the exact order. The important thing is to respect the rhythm and dynamics of each group.
* Do not give written notes to the moderator. You can block the participants.
* Write down all the verbatines, as they are expressed by the participant.
* The analysis must not only be descriptive, but must reach professional and interpretive levels.
