Our clients often prefer to utilize the
technique of carefully controlled focus group sessions to receive marketing information.
Here a professional moderator, working off a list of topics and specific questions
developed with the client, engages a panel of no more than 12 individuals in
conversation. The individuals receive compensation for their
cooperation.
We also help legal firms
organize mock juries, wherein lawyers briefly "try" cases in
front of participants, ask for a "verdict," then ask
participants to explain their decision.
Our client may be present, behind a one-way
mirror, to listen and observe; alternatively, we may videotape and/or audiotape the
meeting, or broadcast proceedings to another location.
We caution clients that focus groups may not
be as reliable as other forms of market research. The dangers are that unnatural
group dynamics may prevail; that geographic or other biases enter the picture; etc.
However, focus groups do provide excellent,
cost-effective indicators of consumer or executive attitudes. In addition, they are
excellent forums to test consumer or executive reactions to new ad layouts, or
products’ colors, styles, tastes, or smells.
TAI is available to organize
focus groups at locations throughout the U.S. We look forward to
helping plan your successful groups!
Focus Groups