Category Archives: Qualitative Research

Specific posts on qualitative marketing research.

7 Reasons to Hire a Professional Focus Group Moderator

JugglerMany client-side researchers find themselves pressured to conduct all of their brand’s research in-house. Social media tracking, survey design and analysis and customer satisfaction tracking can be successful hands-on activities for talented corporate insights professionals. Why not bring focus groups completely in-house as well?

Usually this question doesn’t come from those insights team members or even marketing leaders who have watched and used the recommendations from focus groups run by professional facilitators. It comes from higher ups who may have sat in on a few well-run groups and figure “how hard could it be”?

So for those tasked with new product concept testing, usability research or brand strategy research, following is a list of 7 reasons you should hire a professional focus group moderator.

1. Experienced focus group moderators have tools to handle difficult group dynamics.

Groups of people who come together for focus groups can be challenging. A moderator has to Continue reading

7 Signs It’s Time to Conduct Qualitative Marketing Research

Frederik Magle conducting symphony orchestra, live in Koncerthuset.We know all the famous quotes:

“Insanity: doing the same thing over and over again and expecting different results.”

“If you always do what you’ve always done, you’ll always get what you’ve always gotten.”

I would argue that they’re wrong. In our fast-paced world we do get different results: buyers have short attention spans so campaigns have less traction; costs, competitors, and disruptors are increasing so we’re getting less return on investment.

Simply put: by continuing with what you’ve always done, things won’t stay the same, they’ll get worse. So, are you stuck in a rut? Is it time to rethink your strategy? Here are 7 signs it’s time to conduct marketing research:

1.    Your competitors are cooler than you.

There are just some brands that seem to be effortlessly awesome. You don’t have to worry if that’s not you, but you want to look and sound like you’re at least on the same level as your competitors. Qualitative marketing research can help you understand what your buyers are looking for so you don’t look out of touch with current trends. Continue reading

What is a Focus Group?

Great for understanding customers and the language and products that appeal to them.

Marketing Conversations

Marketing includes two conversations: the one the company has with its customers and the one its customers have with each other. Focus Groups not only allow you to understand how effective your conversations have been with your customers. They also let you listen into the conversations they are having with each other.

the conversationFocus groups uncover the language your customers use, their emotions, various sales objections and what’s in their heads.

Number of Participants

Focus groups come in various sizes. There is no magic number – 10-12 gives a larger group with Continue reading

Focus Group Moderator on Myths

Group Think, Dominators and Lame Participants All?

Having been a focus group moderator for more than a decade, I have heard clients express many myths about qualitative research, especially focus groups. They perpetuate “group think”.  One or two noisy people dominate. You can’t believe any insights based on conversations with numbers of people less than three or four digits. Or, to extrapolate from some conversations I’ve had, people in focus groups are unemployed losers who have no life – otherwise why would they bother to come talk to us? Continue reading

Choosing Qualitative Research Methods

Focus Groups, Individual Depth Interviews or Online Qualitative

In trying to decide between qualitative research methods, it’s important to recognize that there isn’t one “right” way.  Marketing research is an attempt to understand the lives, minds and behaviors of the people to whom you are selling goods and services, to help you make better decisions. Continue reading