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Focus Groups Reveal Consumer Preferences

Consumer preferences are constantly changing, and in a world where everyone has an opinion, you can’t fit everybody into a single, defined box. It’s important to know who your customer is, what they want or need from your business, and how you can market your product or service to ensnare their attention. The catch? Everyone else is trying to do the same thing.

That’s why market research is so important. Focus groups are a qualitative marketing research method that provide businesses the ability to get close to their target audience and dive deeper into their perceptions, preferences, and opinions toward the brand and product/service.

At ADsmith, focus groups help drive strategic and creative direction, so we’re going to highlight the benefits that a focus group can bring to your business. First thing’s first, though—we need to break down what a focus group is.

What is a Focus Group?

A focus group consists of a moderator asking questions that invite the sharing of opinions and thoughts, a group of individuals that are recruited to match your target audience, and observers whose identities are normally hidden.

The goal of focus groups is to identify current perceptions related to the client’s industry, local and national, as well as any obstacles that might prevent customers from interacting with a client’s business, test new marketing ideas, and give both the business leaders and marketing professionals a roadmap for further success. To encourage total honesty, it’s ideal that the group of respondents not know the business that’s researching the market…at least not immediately. After the bulk of questions have been answered, the business may decide to greet the participants directly to test new marketing initiatives or ask more brand-specific questions.

focus-groups at adsmith marketingSince the late 1930s, focus groups have been mostly hosted in a room with a two-way mirror that allowed the observers to hear and see the respondents’ reactions and thoughts to various questions and ideas. However, as technology evolved, as well as the pandemic, marketers needed an alternative to meeting in person. Virtual focus groups were implemented across the industry and proved to be just as successful as traditional focus groups, not to mention way more convenient for all parties involved.

Now, respondents can participate from their couch. Observers can also better analyze respondent reactions and nonverbal communication. With fewer limitations, focus groups have become even more powerful.

Why are Focus Groups Important?

Focus groups allow businesses the chance to get to know their target audience a little better by spending time asking direct questions to a representative group. How do you decide if your business needs to conduct this method of market research? It’s simple. If your business would benefit from any of the following, a focus group is a good idea.

Benefits of Focus Groups

1. Affirm what you already know about your target audience.

A focus group can confirm what you already know about your target audience. It could also reveal the reasons why your consumers have those views, thoughts, or opinions.

2. Become aware of things you don’t know about your target audience.

Think about when you meet a new friend. You don’t know everything about them until the second introductions are made. The same is true for your target audience. A focus group can reveal consumer motivations and perceptions of your business or industry that an employee-customer interaction in-store can’t.

3. Understand how your target audience views your competitors.

You may know what your consumers think of you, but do you know how they view your competition? Do you know your competitive advantages or disadvantages? A focus group can tell you these things.

4. Test new marketing initiatives to see how your target audience responds.

Whether you have a new commercial concept, a new member packet design, or a social media campaign you are eager to run, testing your new marketing initiatives with a focus group could save you money on failed marketing endeavors. Getting outside opinions, especially consumer opinions, on your marketing strategy is important to optimize your efforts and your focus.

5. Increase profits and overall customer satisfaction.

You may think you know all the positives and negatives about your business and marketing strategy, but your target customers are always going to have insight that you do not. When a business understands what their consumers like and dislike, consumer satisfaction increases and, as a result, so do sales and profits.

1 Example of what you receive post-focus group from ADsmith as we analyze and record the findings to establish a direction for your marketing strategies.

At ADsmith, we take pride in being a full-service marketing agency with the ability and experience to organize, host, and conduct focus groups for our clients. We also have the expertise and knowledge to analyze the findings of your focus group. And from those findings, we will create directional recommendations to help you implement a stronger and more relevant marketing strategy.

Reach out to learn more about our research capabilities and resources, and we’ll develop a focus group research proposal for your business. Let us handle the stress of developing the right questions, moderating, and analyzing the findings, contact us today.