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Research
FOCUS GROUPS, IN-DEPTH INTERVIEWS
Focus groups is a most wide-spread qualitative marketing research method oriented towards interpretation and understanding of consumers’ behaviour in the everyday life and during interaction with goods and services.
The essence of the method consists in a group discussion focused on a certain topic with participation of a trained lead (moderator) and a group of participants selected in accordance to certain criteria.
Focus groups may help to achieve the following objectives:
- Deep analysis of consumers’ behaviour. Study of the target segment lifestyle, life values, understanding of deep consumption motives, mechanisms for taking a decision to buy something, brand perception and attitude towards them, etc.
- Identification of new market niches. Information on unmet needs as regards a separate product category
- Product or service development and positioning, advertisement communications. Identification of the most efficient means of communicating about the company and its products/goods to the target segment
- Testing of new products, packages, advertisement campaigns
- Assessment of communication efficiency and feedback from the target audience help to analyse advertisement campaign efficiency, to develop more efficient programs for goods and services promotion
- Acquisition of preliminary information, research thesis development
- Quantitative research questionnaire design. Opinions expressed by focus groups participants provide for a detailed set of answers serving as a basis for questionnaire development
- Interpretation of results obtained during a quantitative research. Use of focus groups at the analysis stage helps to conduct deeper interpretation of the results obtained, to identify the behind-the-figures facts and phenomena.
As a focus group version, in some cases in-depth interviews are used. They help to achieve the same objectives as focus groups do. In-depth interviews are advisable in cases a target segment comprises people with good income/good social status, or if a research is a personal one.
Research results are presented in the form of a final analytical report and a video record with focus groups/in-depth interviews.
Why EMAS Research is better for focus groups and in-depth interviews
- EMAS Research moderators have physiological or sociological education and were trained in NLP
- We use special equipment and rooms for focus groups
- We have an extensive experience in focus groups and in-depth interviews with various topics both for international and local clients.
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