Market
Information &
Planning
Andrew Ouellette
Tomas Miller
Jon Janney
Focus Groups
a group of people are asked about their perceptions, opinions, beliefs, and
attitudes towards a product, service, concept, advertisement, idea, or
packaging.
Pros
It is comparatively easy to
conduct
It is economically efficient
It generates opportunity to collect
data from the group interaction
It gives speed in the supply of the
results
It allows a relatively large sample
size for a qualitative study
Cons
The research is not carried out
in a natural setting; and the
researcher has less control
over the data generated
The data may be difficult to
analyze
The interviewer must have
good interview skills
Assembling a group may
require additional resources
Qualitative vs. Quantitative
 Qualitative-
gathers in depth information
about potential customers.
 Quantitative-
gathers mathematical
information such as how many times a
customer visits a store.
Techniques



Brainstorming- Respondents think of words
that are associated with the product of
brand.
Sentence Completion- an incomplete
sentence that a group has to finish.
Word Sorting- presents groups with a number
of words or sentences and asks to sort them
into groups according to the attributes of a
product, brand, or need that they have.
Techniques
 Developing
a campaign- challenges a
group to work together to come up with a
marketing campaign.
 Creating Fantasy- gives the group the
power to change anything in regard to
the discussion topic.
 Creating Analogies Questions- ask
questions comparing items to one
another.
Techniques
 Futuristic
Imagination- having responders
think about items that are not already
being sold.
 Personification- respondents convert a
product or brand into a person with a full
range of personality, psychographic,
demographic, and behavioral dimensions
 Role Play- having the interviewer play as
the role of a customer and have
responders sell a new product to the
interviewer.