As Assessing Consumer (Focus Group or one to one)

Does one-on-one interviews or focus group, it is best to analyze consumers?

One-on-one

In individual interviews the interviewer trained a number of questions asked loose, unstructured, to discover hidden meanings, problems, attitudes, motivations and activities of consumers. The interviewer must be careful not to influence the interviewee. One-on-one are more effective when scaling technique is used to move from product attributes to consumer values.

When to use a one-on-one?

Personal interviews are the best, if a detailed survey of behavior, attitudes, needs and desires required. For step by step decision making and information behavior patterns give more complicated, will be obtained from one-on-one. This method is also the best for sensitive products (personal care products), or highly confidential information (personal finance).

FOCUS GROUP

A focus group interview is a useful way to interview in depth. Typical groups are eight to 12 people. Participants should be representative of the segment of consumers who are aligned with the target audience. One hour is typical, but some sessions lasting up to three hours.

The purpose of a focus group interview is to find hidden thoughts, feelings, and if consumers have problems with a product. A moderator asks questions and does not inhibit current discussion. The group interaction is of high value and groups often make points and ask questions that had not occurred to the moderators.

When to use a focus group?

The focus group are less expensive and take less time than one-on-one. The focus groups are good for testing new marketing campaigns, the introduction of new product lines, or get an idea of ​​the current brand image in the minds of consumers.

How to moderate a focus group?

experienced facilitators lead a discussion to cover a series of predetermined topics list. They bring many words, phrases and sentences to refocus and keep the conversation natural. The moderator must listen carefully and speak just at the right time.

beginner moderators may appear nervous or uncomfortable, not knowing how or when to speak. It may be helpful to have two moderators. One will ask a question and listen carefully to solicit comments. The other will follow the general conversation, preparing mentally for the following general question. At the appropriate time the second moderator will ask the following question and reorient subtle comments. Since then it works well to questions of choice.