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Marketing Matters: The Beauty of Focus Groups

By: Alisa Marie Beyer
Posted: January 10, 2008, from the January 2008 issue of GCI Magazine.

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9. Agility is key. The moderator must be agile and ready to redirect the discussion on short notice. Be prepared to create new hypothesis if the gathered data warrants it—such as blaringly similar and consistent reactions and suggestions—and then be prepared to modify parameters .

10. Act on the results. The moderator should provide a factual report of the findings of focus groups within a few days of their conclusion. This doesn’t mean the report becomes yet another binder on the shelf. Focus group results can and should be an integral part of an overall forward marketing plan.

Research is Not a Substitute for Innovation

You can’t ask your way to innovation. While creativity and market innovation may come from research, it rarely inspires true innovation. Consumers can tell us what they love, like, hate, want or need, but it’s our job as innovators to give them the goods, the ideas and the creativity they crave.