Mattr.co

 

 

Originally published in Everything Business Corp!

 

Marketers have used focus groups to get feedback from real consumers for decades. But often, a focus group just reaffirms marketers’ beliefs or gives a distorted view of how customers really feel. The truth is that focus group research often fails — or at least fails to deliver any groundbreaking insights.

What your focus group can’t tell you
Because of the nature of focus groups — a small sampling of people led in a group discussion by a moderator — a focus group cannot tell you about:

  •  Benchmarking. Benchmarking allows you to better leverage your marketing or R&D dollars and uncovers extreme data points, either to avoid negative response or capitalize on positive response.
  • Personality. You can fill your focus group with young women, but if you want to target compassionate young women, you’re going to need something other than a focus group to find them effectively.
  • Trends. Focus groups provide you with detailed information that is frozen in time. You get a one-time snapshot of a group’s response, but this doesn’t allow you to see trends.
  • Unaffected Responses. Probably the most significant drawback to focus groups is that the participants’ responses are greatly affected by two parties: the moderator and dominant voices. Research studies on interviewer/response bias have appeared since 1955, and the moderator’s attitudes and behavior can have a significant effect on the group.

About Mattr

Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.


Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.

You have Successfully Subscribed!