Focus Groups / Depth Interviews
Learn Customer Attitudes with Focus Groups and Depth Interviews
The true value of a company lies in the perceptions of its customers, and these are generated through interaction with a company’s products and channels – websites, call centres, retail spaces, applications and devices. In order to be able to improve these interactions it is important to understand and measure customer reactions. This is where a focus group can add value. A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. A depth interview is an alternative to the group, where individuals are asked to discuss their opinions and attitudes.
One to One Insight can apply many different techniques in a group discussion including: card sorting, affinity diagramming, product walk-thoughts and Maximum Difference Scaling (MaxDiff).
Key Benefits of conducting Focus Groups:
- Understand customers’ attitudes, beliefs, desires
- Gain real insight into customers’ reactions to ideas, concepts, prototypes or real products
- Places customers at the centre of business strategy and the design process
- Fuels early-stage concepts and ideas.
Virtual Discussion Groups
One to One Insight has conducted ‘virtual’ (online) discussion groups for many years, using software which enables the moderator’s computer to be shared by all participants and enables the participants to dial into the discussion and then discuss the questions raised by the moderator.
With all interviews, the skill of the moderator, the quality of the recruiting and the ability to tie the results to research objectives and business decisions is critical. With many years of experience conducting group discussions over a multitude of different topics and products, One to One Insight’s team of researchers have the necessary skills to ensure that we capture deep customer insight to help inform your product design and brand strategy.