July 31, 2009
That Focus Group Feeling
I find a well-moderated focus group to be an eye-opening experience. Sitting within a few feet of a client’s customers and hearing it “from the horse’s mouth.” It makes me feel very connected to the audience, which, in turn, leads to feeling very inspired and empowered to do great marketing.
Regrettably, these feelings don’t last forever because focus groups really only represent a moment in time. Sooner rather than later, we start to wonder if the audience still feels the same way.
Enter social media, which is a game changer on many levels. Now we’re able to continually listen to what our clients’ customers and prospects are saying about the things that matter to them. This often includes thoughts about our clients, their products, their services, their competitors, etc. Whether it be through a Zeitgeist & Coffee Landscape Survey or a comprehensive Mine & Dine report, we’re able to tap into a data goldmine that gives us that “focus group feeling” not just for a few days or weeks – but on an ongoing basis.
What about the part that body language analysis plays in focus group analysis? The nervous hesitation or the bravado in someone’s voice as they share their opinion on our latest marketing piece at a moment in time or over periods in their life. Where in your opinion does that fit in the new landscape? Looking forward to your thoughts.
Yes, there are things you can learn in real live focus groups that you cannot learn through social media, no matter how “virtual” the experience. What social media does allow is affordable ongoing qualitative, or “focus group-like,” feedback.