Focusing at a Distance: Focus Groups - Tools for Understanding Markets, Customers & Prospects
The pace of change in today’s markets continuously calls to question our understanding of markets and customers. Although many organizations may be well disciplined in executing business plans, real questions become, “Are we anticipating the changes that our customers and prospects see, and will our strategies today carry us into the future?”
Global business patterns coupled with changing expectations have created a wider spectrum of business options within Mexican organizations. The challenge is to maintain constant access to market opinions and the expectations of customers.
DRC Focus Groups– “An ounce of prevention is worth a pound of cure.”
It is well understood that it is better to try to avoid problems in the first place, rather than trying to fix them once they arise. It is this philosophy that provides the context for DRC Focus Groups.
Focus groups are a form of qualitative research in which a group of people are asked about their attitudes, insights and expectations toward a specific business issue. In an interactive group setting, participants are engaged to express their ideas and opinions among themselves address a specific issues or opportunity. For example, when done well, a focus group will:
- generate objective information as to how the market perceives a particular topic
- provide insight into why certain opinions are held
- validate planning and design of new programs
- evaluate existing programs and market practices
DRC
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