The focus group method is hardly new, however, it is still very popular today, especially among companies involved in the production of food and consumer goods. In a short time, this method allows you to obtain objective data with low financial costs.
What are focus groups and how are they conducted?
Each of us is a consumer. The choice on store shelves is huge, it would seem that the same products is offered by dozens of companies. But what exactly prompts each of us to choose a particular product? Sometimes, the selection criteria are obvious, such as a low price. But often the buyer is guided by personal deep motives, which cannot be explained immediately.Focus group is a marketing method that allows you to effectively identify the ulterior motives that induce the target audience to choose your product.
The main form of conducting is an in-depth interview, which makes it possible to identify the motivators of the average statistical representatives of the target audience. Research can directly affect the product (its characteristics), packaging, brand, advertising and other aspects. The work takes place in formed groups, under the supervision of an experienced moderator (most often a qualified psychologist), who directs the dialogue, keeps order and controls the participants' activity.
The results obtained are analyzed and used in a generalized form, without reference to the personality of the participants.
What tasks does the focus group solve?
- Market segmentation and target audience definition
- Identifying the needs of your target audience
- Loyalty assessment in relation to a trade mark, brand, company
- Identifying the advantages and disadvantages of your products
- Identification of the most important product characteristics for your audience
- Development and selection of packaging
- Testing the logo, name, slogan and other image components
- Selection of the most effective advertising messages
- Identifying competing products and so on
What are the conditions for conducting a focus group?
- At least 2 and no more than 10 people
- The discussion of questions lasts about 2 hours
- The interview is conducted by a psychologist or sociologist with experience
- The group is formed based on gender, age and social belonging, as well as on the goals of the study
- When forming the list of participants, it is recommended to conduct a survey among the target audience
Conducting focus groups in Russia on your own is not possible. It is necessary to attract a large number of specialists - marketers, sociologists and psychologists who have experience and understand the specifics of this kind of research.
The RAUIE has been conducting focus groups in Russia professianally for over 10 years and has been helping Asian entrepreneurs successfully enter the Russian market.
If you need expert advice, you can leave a request through the feedback form on the website ("ask a question" on the right side of the page) or by the contacts below:
Maxim Kuznetsov - vice-president of the RAUIE
WeChat: maximkuznetsov