What do your consumers, customers or members think of your organization, brand name, new product concept, new packaging or new advertising?  How do they use your product in their homes? How can it be made more sustainable?  How do competitive brands compare? How can you build a more genuine, lasting relationship with your core customers?

Conducting a series of focus groups can help you develop preliminary answers to these types of questions.  This form of primary, qualitative research is proven, insightful, flexible and fairly quick.

Other explorations might involve:

Conducing internal employee groups to assess morale or provide feedback on company programs

Evaluating new packaging concepts for a brand

Pretesting direct response materials

Observing consumers trying new recipes or using electronic gear

Developing new member services for a non-profit organization to aid retention or member involvement

 

Focus group discussions can be set up just about anywhere on a couple of weeks notice (assuming your target is fairly easy to identify and reach).  On average, a series of three groups on one day, in one location, will cost about $8,000-10,000.  This fee includes all steps associated with screening and scheduling target consumers;  respondent incentives and refreshments;  facility rental with audio and/or video tape;  group moderation;  travel costs;  and a topline analysis & report.

As client or moderator, Jon has conducted more than 300 focus groups for brands such as Andersen Soup, Kraft, Oscar Mayer, Seven-UP, Parker Pen, Kemper Life Insurance,  Burger King, the Evanston Art Center, Olay skin care products, Richardson-Vicks' new products,  Carnation cocoas and milks, Nestlé Nésquik, Advanced Food Products, Alta Dena dairy products, and others.  This kind of in-depth experience enables our clients to get "UnCommonly more" out of their focus group investment. Jon has also been working with natural products since the early 1990's and has been deeply involved with sustainable trends and behavior as not only a consumer, but also a graduate faculty member for two pioneering Green MBA programs on the west coast.

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