UNDERSTANDING FOCUS GROUPSSuccessful stations know the importance of staying in close touch with their listeners. Opinions and perceptions can change rapidly, so it is imperative to know how listeners perceive and evaluate programming, promotion, customer service, and new ideas. It can also be important to know how they perceive a station's competitors! For stations wanting to increase audience size, loyalty, and revenue, it is important to stay in touch with listeners regularly.
One of the best ways to receive meaningful feedback from listeners is through a series of focus groups. Focus groups are discussions that include carefully selected groups of individuals that reflect the desired target audience. Typical focus groups include 8 to 10 participants.
The agenda is determined in advance by the client and researcher, and led by an experienced moderator who keeps the discussion free-flowing while addressing all the major research questions. The groups are audio and video taped so that the information can be carefully analyzed and reviewed again at a later date. During the entire group, you and your colleagues have a front row seat behind a one-way mirror that allows you see and hear the groups, while remaining invisible to the participants.
Focus groups provide a unique insight into listener's perceptions. They are an excellent method of why people believe and behave as they do.
Following the groups, Market Trends Research provides a complete analysis and report, summarizing the results of the groups, including extensive verbatim comments from participants, recommendations for future strategies based on the results, an executive summary, copies of the focus group videotapes, and assistance in implementing the results.
There is no substitute for hearing the perceptions of listeners talking about your station and its competition. Focus groups are the answer to many of the questions that all stations have!
Market Trends Research can prepare and conduct focus research anywhere throughout the United States and throughout the world.
Market Trends Research Incorporated
727-784-0967
info@MarketTrendsResearch.com