Discerning Customer Needs to Drive Stronger Marketing Plans: The Strategic Focus Group Technique

This workshop is designed to provide a thorough understanding and hands-on experience in conducting focus group interviews for the purpose of uncovering customer needs, developing new product concepts, maximizing new advertising concepts, and fine-tuning new merchandising promotions. It includes a series of four mock focus groups that are designed to solve "real world" marketing problems suggested by the class participants.

Course Benefits:

Program participants will gain:

  • An understanding of the fundamentals required to conduct a successful focus group study that can lead to actionable results
  • The ability to properly evaluate the strengths and weakness of contract and in-house moderators who might be considered or utilized for future studies
  • The ability to design and moderate successful focus group interviews

Course Objectives:

Upon completion of the program, you will be able to:

  • Use the focus group technique to better understand customer needs
  • Incorporate insights into more precisely defined and targeted marketing plans
  • Utilize in-depth probing techniques in order to go beneath "surface" responses
  • Assess the strengths and weakness of other focus group moderators
  • Design and moderate focus group interviews

Course Content:

  • Ten steps for conducting successful focus group interviews
  • Demonstration of proper moderating techniques
  • Basics in developing an effective focus group "Topic Guide"
  • Basics in developing an effective focus group "Screener" for recruiting the appropriate respondents

Who Should Attend:

  • Senior and mid-level marketing executives
  • Marketing research managers and senior analysts
  • Senior and mid-level managers in sales, advertising, public relations, and new product planning