10 tips for running a consumer focus group x
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10 tips for running a consumer focus group x

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10 tips for running a consumer focus group x 10 tips for running a consumer focus group x Presentation Transcript

  • 10 Tips For Running aConsumer Focus Group
  • 1Follow every question with a WHY? You learn more from the WHYs
  • 2With every NEGATIVE response Ask WHY?
  • 3 Make every questionnaire no more than 2 pages include• Name• Address• Gender• Contact
  • 4 Don’t be a SALESPERSONleave your EGO at home You are there to learn not to sell! Your Product has to SELL ITSELF in 4 ½ seconds on a store shelf
  • 5 Have every participant sign a Talent Release FormAllows their photos and comments to be used on sales and promotional materialsConsumer Photos and Endorsements are valuable marketing vehicles
  • 6Focus Group Participants should qualify as your END CONSUMER Choose a minimum of 10-15 participants for each group A total of 1500 participants give the most accurate read
  • 7Do not use the SAME participants for each focus groupsOne participant can influence the whole groupYou can use the same group if you are focusing DIFFERENT products or concepts
  • 8 If you are not getting the RESULTS you want Is it the RIGHT consumer? Is the PRODUCT at fault?Best to find out NOW so you can make the necessary changes
  • 9 Ask the SAME questionsRepeat the most important questions so you get an accurate read over multiple focus groups Add more questions as you develop your product, packaging and brand image
  • 10If you don’t get 85% acceptance –go back to thedrawing board
  • Author of“The Caboodles Blueprint” A Step by Step GUIDE –How to get your idea onto 30,000 retail shelves www.leoniemateer.com