Qualitative techniques are often discarded by quantitative ones. This decision is usually based on the limitations of its unstructured and flexible approach. This apparent lack of rigor prevents some teams from obtaining valuable insights that can sometimes only be obtained through activities such as in-depth interviews or focus groups. The latter are now part of the social imaginary of what market researchers are understood to do.
Having experts to direct group tasks, the cost involved in recruiting and gratifying people, and the investment to guarantee physical or virtual spaces for the sessions are usually other barriers that lead some to opt for other knowledge alternatives of consumers. To help you make the best decision to plan your next market research, we list just four uses that focus groups have to achieve your goals.
Bring a team closer to a study problem. Market Research is a continuous process to understand buying decisions. This implies that the analysis groups and even several clients must turn to the task of specializing in a certain segment. Meetings with consumers are a great opportunity to get to know first-hand both the people who are actually reached by the product or service offered, as well as areas of opportunity and its competitive advantages.
Contrast hypothesis. Research projects usually cover various stages as the data and information available are deepened. When different hypotheses are still being outlined, it is convenient to meet with a group of people of interest and raise with them, either implicitly or explicitly, the options listed then. Sometimes with the help of consumers you can find an assumption that could not be sketched on the desktop.
Serve as a basis for the preparation of questionnaires. Designing good questionnaires is a task of great importance in a study. We have talked about it in some previous posts on our blog (see more). When we analyze focus groups we can know in detail the communication processes of target consumers. It also allows us to screen out and ask more accurate and relevant questions that would otherwise be asked less effectively.
Create ideas. Two heads are better than one goes a saying. This also applies in Marketing. Testing concepts is another possible objective that activities with consumers can have. This task implies offering a series of characteristics to a group of people with homogeneous characteristics so that they choose those that best satisfy their aspirations. It is also possible to brainstorm with them to find inspirations in the innovation of products and services.
When allies with experience and professionalism are found, it is possible to carry out qualitative techniques such as focus groups successfully. We know that it is almost always one of the more expensive options and that it can take longer than its quantitative counterpart. However, thanks to their uses, the investment they require is justified.
If you are considering holding focus groups, contact us. Acertiva has been carrying out market studies in Latin America for almost twenty years. We put at your disposal our experts who will help you write your next success story. Write us today.