The discussion centers around a particular product and its market strategies. This group will have a moderator who will stimulate and guide the discussion amongst the members to derive the needed opinions and perceptions. Since COVID 19,focus groups are becoming more online and conducting them over the internet over secured networks is something SMRC takes pride in.
The diversity of the members of the group based on ethnicity, gender, age and back ground can provide the company with greater insights to product development. It also provides a safe and comfortable environment for the group to bounce off each other’s thoughts and ideas. The Focus group discussions (FGD) helps capture a range of beliefs , opinions, value and experiences of a multitude of people for the same idea or product. What makes focus groups powerful is the impact of capturing the body language, facial expression or the tone of voice of the participants in response to the subject of the study. This will help the brand understand how their brand image resonates with their target market.
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