| If you could eavesdrop on a cross-section of your target market,
just to see what they really think of your product, service or
organization, do you think what you hear would be valuable?
If you were preparing to introduce a new product, service or campaign,
wouldn't it be handy to see what people think before you do a
major unveiling?
If you need to get a handle on how people perceive your organization
or institution, wouldn't some honest feedback be helpful?
That's what you get from a focus group — honest, sometimes
painfully frank opinion.
Focus groups can often provide a depth of understanding that surveys
simply cannot match. Focus group research examines why people
respond as they do. In short, if you want to know how many, do
a survey, but if you want to know why, focus test.
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