In the world of marketing, focus groups are seen as an important tool for acquiring feedback regarding new products, as well as various other topics. In particular, focus groups allow companies wishing to develop, package, name, or test the market for a new product, a chance to discuss, view, and/or test the new product before it is made available to the public. This can provide invaluable information about the potential market acceptance of the product.
Focus groups are carried out by Catglobe and the client carefully selecting a sample group of potential buyers and then interviewing them under a monitored environment. Focus groups can be carried out in a number of ways:
- Focus groups with a moderator present: one consultant from Catglobe ensuring that the topic of discussion is focused and relevant.
- Focus groups with respondent moderators present: one ‘anonymous’ consultant from Catglobe taking part in the discussion to make sure it is lead in the right direction.
- Focus groups with dual respondent moderators present: two ‘anonymous’ consultants from Catglobe taking opposite sides in a discussion to ensure that ideas are challenged and seeing who focus members will tend to support.
Catglobe guarantees that the participants in a focus group or a single interview are always correctly chosen, and that they consist solely of motivated respondents. The recruiting phase is overseen exclusively by a carefully selected recruiting team, and is done with the aid of a screening framework. The questions for any interview are always checked by a third party, and pilot interviews are run for all interviews that last for more than 4 minutes.