Author: Michele L Brenner
Title: Focus Groups 101 The Brand Marketer’s Guide To The 5 Stages of Focus Group Research
Print Length: 71
Language: English, Francais, Italiano, Espanol, Deutsch
Format: PDF, ePub, mobi, azw, kf8, txt, ibook, Kindle
This book is for the marketer who wants to understand how to conduct focus group research to make better, consumer-informed business decisions. Understanding consumers’ perspectives will ultimately help marketers excel in their own careers by allowing them to create products, services and messages that best meet consumers’ needs and desires. Focus groups are a classic example of a qualitative research method, but there are many others such as ethnography (in-home interviews), shop-alongs, individual depth interviews and the online versions of all of these. Knowing how to manage a market research study using focus groups will give the reader a huge head start in understanding how to run these other types of qualitative research, since they follow the same general steps. Many times new brand managers are given the responsibility of ‘setting up focus groups’ without much training on how best to do it. The best research methodology may not even be focus groups! The key is to define the objectives of the research then design a research plan that will get the learnings needed to make a particular business decision. Show you can do this as a young marketer and you will climb the career ladder further and more quickly than the people in the offices near yours! Read this book and approach your next qualitative consumer insights project confident that you have been well trained. A quick read, this book is intended to feel more like satisfying a curiosity than studying for an exam. In Part One, the introduction explains and gives pros and cons of various research methodologies and the best applications for each. After an overview of focus groups, it gives a broad overview of the two main types of market research, quantitative and qualitative, including definitions, pros and cons. Then it delves into specific qualitative methodologies and finally moves into the meat of the book on how to conduct successful focus groups. Part Two contains The Brand Marketer’s Guide to the 5 Stages of Focus Group Research. The process for managing a market research project of any qualitative methodology follows the same basic course outlined below, but this book concentrates on focus groups in particular. The Brand Marketer’s Guide to the 5 Stages of Focus Group Research: 1. Write the Research Brief 2. Recruit the Participants 3. Develop the Discussion Guide & Stimuli 4. Conduct the Research 5. Analyze and Share the Research Results Whether you are doing the study yourself or working with a qualitative research supplier, understanding the five stages of managing a qualitative research project will help make your research more effective, more efficient and more actionable for your business. Over time, that leads to more sales and ultimately more success in your marketing career.