Previous Marketer Solutions
Provided by the
MarkteingWise Group Team
Oversaw fourteen focus groups for Hershey’s Milk & Almond Bars
Used Focus Groups and other qualitative research totally repositioned a global operating unit in the food industry
Using focus groups in Japan, led Kellogg’s to its most successful year in its thirty year history
Conducted over 2,000 focus groups for business-to-business and business-to-consumer clients, primarily for Fortune 500 companies including Kimberly-Clark, Anheuser-Busch, RJ Reynolds, Lucent Technologies (now Alcatel,) Miller Brewing, Procter & Gamble, Sara Lee, Cargill, Dean Foods, Pizza Hut, Frito-Lay, Moen, Genentech, Field Museum, Nasher Sculpture Center, Dallas Museum of Art, Fina Oil and Chemical, Reliant Energy, TXU, the City of Dallas, World/Cup Dallas, Super Bowl XLV, P.F. Chang’s, Chili’s, TGI Friday’s, Marriott Hospitality, JC Penney, Omega Watches, etc.
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Focus group market research…What we do best!
One of the core competencies of MarketingWise Group is conducting focus group market research. We have conducted thousands of them for clients since 1988 in many product categories and for a variety of clients, both large and small.
There are two critical questions clients need to ask when they conduct research:
• What is the best type of research for the questions I have?
• Who is the best person or company to help me get answers to these questions?
What is the best type of research for the questions I have?
Focus group market research is the only research tool that surfaces underlying customer purchase motivations.
Focus group market research as a research technique has been much maligned in recent years, and for good reason. Oftentimes focus group market research have been conducted to answer questions that are inappropriate for focus group market research, such as evaluating creative or coming up with packaging designs or names for a product. These are inappropriate tasks for focus group market research.
But there are many research questions where focus group market research is the perfect research tool: evaluating advertising communications, understanding customers’ motives in depth; obtaining reactions to concept statements and understanding why a product isn’t received well in the marketplace, to name a few. It takes a qualified, seasoned qualitative researcher to advise clients on the correct methodology for their particular marketing issues.
MarketingWise Group strongly believes in interviewing clients in depth prior to conducting any focus group market research to make certain they are getting the right research design to answer their questions.
Who is the best person or company to help me get answers to these questions?
All moderators of focus group market research are not created equal. How do you know you have the best?
There are many researchers of focus group market research in the business today, and we urge you to take care in choosing the best one for your needs. Here are eight key questions you should ask of a prospective focus group market research moderator:
• What related experience have you had in my category?
• What experience have you had with answering my specific research questions?
• How long have you been conducting focus group market research?
• What educational and experiential background do you have that makes you a good moderator?
• What Innovative techniques do you use to get into consumers’ minds?
• What do your reports look like?
• How long will we have to wait until we get your reports?
• What makes you different from, and better than, other focus group market research moderators out there?
MarketingWise Group feels strongly that we’d pass the above test with flying colors because we have one of the best focus group market research moderators in the business … Lana Douglas, Senior Partner
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