Have you ever wished you could get inside the heads of people in your target audience? To hear what words people use to describe their perceptions of your brand? To see patterns in how people assess your value proposition? To learn how your offerings bring meaning to their lives?
Evidence-Based Innovation Blog
To manage brands and tailor institutional offerings, business schools can capitalize on trends in how our target audience members express needs, thoughts, and feelings about our offerings. To gain that insight, focus groups benefit from the effects of group dynamics, which stimulate thinking, ideas, conversations, and reactions to our products and brands.
As non-traditional qualitative techniques, such as online bulletin board research and mobile phone SMS research, have come into vogue with marketers, there’s been a lot of buzz in the market research community about their quality in comparison to traditional methods like ethnographies and focus group research.
The debate currently focuses on traditional in-person focus groups or interviews versus non-traditional Internet-based research techniques. A perusal of posts and articles, in addition to my ten years of direct experience in qualitative research, indicates that both have merits and drawbacks that can drive decisions when choosing the right methodology.