The focus group is a widely used technique for collecting information by working in a group.
It consists of gathering several people (6/15) in a room with a moderator, so that they can answer questions about the product and generate debate around it.
The main advantage of a focus group is that you often get information that would not be possible with other tools: how people feel about your product, what needs it satisfies and what it doesn’t…
As disadvantages, it is usually quite expensive and is applied to very small population samples.
Some useful tips for any of these tools
Whatever technique you use, always leave room for your interlocutor’s comments. Allocate time in the interview or focus group for this, or dedicate a question in your survey with space for answers. This is where you might get the most important information!
How do you get them to spend time on your research? By encouraging participation! Choose a detail that fits into your budget to reward the information you are going to receive. If you hit the nail on the head and get people to like it, you might be lucky enough to have the respondents share it online.
More visibility for your brand! You can also raffle off a gift among the participants.
Simplify the questionnaire or interview as much as possible so that it is easy to answer. Review your questionnaire critically to include only essential questions.
Express your gratitude for their participation.
Why not send a handwritten note?
It is advisable to ask someone close to you to review your interview or focus group script or to test-run the survey.
This will help you rule out possible errors and correct unclear questions or usability issues.
Another technique widely used in primary research is direct observation.
It has various applications
For example, studying customer behaviour in the shopping area will allow us to draw conclusions about their preferences and their response to certain variables: brands, packaging, success of offers…
It is also useful for determining the best location for a new establishment or branch, if you are targeting local business.
at different times of day will help you decide cxb directory where you will have the best chance of success.
Perhaps the most popular form of direct observation is ” Mystery Shopping “: it consists of simulating a purchase to obtain all kinds of information about your competition and the purchasing process of your potential customers.
2.- Secondary research
It is carried out using previously collected australia phone number list information and will allow you to obtain socio-economic data about your potential audience and your market.
You can use internal company information (CRM, sales and customer history, order history, accounting data, etc.) or external information.
External sources of information may include the INE (or the equivalent official body in your country), city councils or growing your own mushrooms? chambers of commerce.
You can also use trade publications from banks and other companies or specialized magazines.
Visit your competitors, both in person and online, to get new ideas and better understand what works and what doesn’t.
The Internet allows you to obtain a large amount of secondary information easily.