Focus Groups

Client Dilemma

A manufacturer of retail fixtures was looking to expand their business by exploring new markets for their products. They had launched new products in the past with dismal results and tried to expand into potential new market areas with an equal lack of success. This time, the client mentioned that she wanted to “do it the right way the first time” and that meant solid research and a very targeted market strategy. Proceeding with a new market campaign without the market feedback would be too risky.

BDD’s Action Plan

Business Development Directives first facilitated a mapping session with the client to discuss their products and potential markets they wanted to explore. The session also included a discussion and mapping of what went wrong and what went right with previous product introductions. Next, BDD conducted some research to fine tune the markets and identify which ones had the most potential. Because the client chose to test their product with three different market segments, the BDD consultants recommended conducting focus groups with each one. Three separate cities were suggested to test the products by conducting a total of nine focus groups. (Three focus groups in each city, one with each prospective market.) The BDD team wanted to gauge interest in the products, discuss target market messages, identify the best places to advertise or market as well as discuss ways to launch products to these respective markets. To reduce the cost of travel, the consultants recommended using BDD’s state-of-the-art on-line technology to conduct several focus groups.

End Result

The executive was amazed with the results of the sessions, “when our focus groups were completed, the marketing direction was crystal clear. We not only knew the best market to pursue, but the messages that would attract them.” The groups were so successful that several participants actually wanted the client’s name so that they could purchase the product immediately. “After conducting these sessions, I can honestly say that focus groups were the smartest research our organization ever conducted. Not only did we receive constructive feedback from potential new market segments, but they also gave us ideas that could make our product even better!” The initial mapping session also helped the client recall what steps to avoid with the new product launch.