Market research: Consumer panels and focus groups
Consumer panels and focus groups
Consumer panels, also called Omnibus surveys, are where pre-segmented panel members fill in diaries regularly.
Panel members are usually recompensed by gifts or 'points'.
- You must:
use a specialist firm.
Note - This is usually for Fast Moving Consumer Goods (FMCG) only due to its nature - not many people take out loans every week or even month and car purchases usually happen every two or three years.
These are basically moderated group discussions but can be extraordinary useful in getting information out of people.
The format is as follows:
- an audience of between 6 and 12 people, with selected backgrounds is invited to the meeting. This takes place in a comfortable room (e.g. like a drawing room);
- a moderator or facilitator (often using visual aids) explains the purpose of the focus group and may give some background to the topic;
- the group is then invited to discuss the relevant issues. The discussions are usually recorded (or notes are taken by an assistant);
- the moderator guides the discussion to make sure that it stays on the subject;
You must:
- ensure that the audience represents the desired segment(s);
- make sure that the audience is relaxed and feel free to speak;
- ensure that the quieter members of the group are given a chance to speak as well;
- The quality of the moderator is crucial. Specialist firms are usually employed to maximise value from the exercise.
Note a free lunch with a group of people is not a focus group!
In order to make informed decisions about anything you need the correct information. This must be based on analytical data and gives you the knowledge to make the decisions. One of the things that often emerges from research is that you actually know a lot less than you thought you did. (See diagram)
You must take especial care therefore in framing the questions to ensure that you receive the correct output. The type of research chosen will also affect the type of questions. There are two types of questions:
Quantitative - based on numbers or fixed answers - e.g. what percentage do you pay on your mortgage, or how much are your monthly life premiums?
Qualitative - based on words - how do you feel that your account has been handled in the last year?
Quantitative answers are generally much easier to analyse but qualitative answers can give you more valuable insights into what people really think.
~ Neil Jones ~
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