Using Industry Events to Conduct Focus Groups
Thursday, May 7th, 2009
Conducting in-depth, open-ended discussions with your target audience can give great insight,?? including the “whys” behind their thinking and decisions,?? that just aren’t possible with large quantitative surveys. Such qualitative research is used for testing branding and marketing campaigns before they’re launched, assessing product features and benefits, uncovering the market’s unmet needs, better understanding the impact of various factors on buying behaviors, and more.
The most common qualitative methods are in-depth interviews (IDIs) and focus groups. IDIs are certainly effective, especially if the targeted titles are senior-level executives who aren’t willing to leave their offices to participate in a group discussion. However, they lack the interactive dynamic of focus groups, where participants often build upon each other’s ideas.
Yet, focus groups can be a challenging and expensive undertaking for companies that serve geographically dispersed markets. In such cases, Market Connections often recommends conducting focus groups during industry conferences.
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