Online focus groups—a new tradition?
If you needed feedback from hard-to-recruit major corporate executives
on a new product you were about to launch, you’d probably think: focus
group. But, what if these executives were scattered throughout the country
and hard-pressed to leave their offices or homes? What would you do then?
The answer: online focus group!
SRA recently encountered this very situation. Recruiting these corporate executives,
which might have been impossible for a traditional focus group, went surprisingly
well. For them, the thought of being in their own office or better yet, in
the comfort of their home—probably in their pajamas in their favorite
chair—chatting with their peers about a new product was very appealing!
And our clients loved it, too!
Online focus groups offer you the ability to show your product or concept online
to a geographically diverse group of respondents. You can “eavesdrop”
on conversations about your product and send question ideas to the moderator.
Whenever you’re ready, at any time during the focus group, you can download
a session transcript. So clients who show up late to the group can see what
has happened.
When a traditional focus group is not feasible, the online focus group is the
perfect alternative. When you start thinking about the hardship of traveling
all over the country to watch people react in a traditional focus groups setting,
picture this: comfy pajamas, your favorite chair… Need I say more? ‡
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