Focus Group Moderator – a window into the how’s and why’s of your customers. Focus groups are the most popular type of market research for a reason. They can be a relatively inexpensive way of getting the details of how and why customers prefer certain products and choose not to buy other products. It’s true that quantitative market research can provide solid numbers and percentages, but often the first step in market research is exploring what the customer is thinking. The trick to quantitative market research is that you typically have to have a pretty good understanding of what the customer is thinking and then you can provide the categories and eventually learn exactly how many customers fall into each category. For the company that is conducting their first market research project it is often more important to understand the how’s and why’s as a first step that may lead into a quantitative research project such as a telephone or web survey.
Posted September 23rd, 2008 by chawkes
