Maximizing value from your focus group research starts with proper preparation. Our focus group moderators add value beyond facilitating your research sessions. As one of the leading market research firms nationwide, we analyze which messages work and which ones come up short in meeting the expectations of your stakeholders (customers, clients, employees, shareholders, strategic partners, voters, etc).
SymAction delivers sound focus group research -- recruiting an accurate sample of your target demographics, drafting a thorough moderator's guide, preparing creative session materials, moderating each session with every strategic objective in mind, and delivering comprehensive analyses of our strategic findings and recommendations. Learn more about our focus group moderation services (below) and contact a moderator today.
Advantages of Conducting Focus Groups:
Focus groups empower companies to uncover the honest reactions of their customers, employees and other stakeholders. With the right focus group moderator, you can gain the qualitative information necessary to transform product lines, advertising campaigns, internal communication materials, speeches and much more. Unravelling the mystery behind what a customer or employee thinks and why they think in such a way can strengthen a company's competitive advantages and improve its bottom line.
That’s why focus groups can play a pivotal role as you position your company in ways that not even your biggest competitors will consider. Industry leaders are most successful when they tailor their products and services to the precise needs of their customers.
Size of Focus Groups:
If you're seeking a traditional focus group, six to eight participants will be the norm. If you're seeking a wider range of qualitative feedback, then you can realistically recruit 10 to 12 participants. Remember, however many you recruit, your focus group moderator needs ample time to enlist every participant's opinions. Regular focus groups will last about two hours without any major breaks.
If you're seeking a more advanced focus group, perhaps one that involves Instant Response Technology (perhaps to measure customer response to TV ads), then you'll want to schedule a three-hour session involving up to 25 to 30 participants. Instant Response Technology (IRT) is more quantitative than typical focus groups. As focus group participants react in real-time (to video/audio materials), you will know exactly which messages resonate most strongly or poorly with them.
Location of Focus Groups:
Your target market will greatly influence the location of the research facility selected. Unless we expect some difficulty in the recruiting process (easily determined in advanced), we usually recommend that focus group participants have no more than a 15-minute commute to the research facility. We recruit enough participants to account for a few possible last-minute cancellations or no-shows.
Materials to Test in Focus Groups:
SymAction focus group moderators can test any creative materials (written, visual, audio) that will be used to communicate with your stakeholders -- whether they are customers (prospective or existing), employees, shareholders, the media and others. We can determine which messages work and which ones come up short in meeting their expectations. Our moderators can also incorporate written exercises for your participants, in order to provide more a quantitative base for any opinions they may share.
Costs of Focus Groups:
Focus group moderating costs can vary on multiple factors -- including, but not limited to, the degree of ease/difficulty in recruiting a representative sample size of customers/clients, whether we are recruiting from your own list or a broader list using specific demographics, the amount of the incentive fee (necessary to pay the participants for their time), the target market, the degree of involvement from us (moderating only or conducting the entire research project), and whether you prefer a traditional focus group or a larger group with instant response technology.
SymAction's Focus Group Moderators:
As seasoned focus group moderators, we will probe every product or service offering, every customer experience, and every message that can make your services more attractive to prospective and existing customers. We will not only extract their honest reactions, but we will also uncover the reasons behind them.
We are meticulous in our methodologies when moderating these focus groups. We understand how to get the very best feedback out of those who are capable of unleashing a wealth of information – all of which will strengthen your core services (and any new programs you’re hoping to launch) and how they are promoted.
We have moderated focus groups for many Fortune 100 companies and leading industry associations in recent years. Our responsibilities have ranged from simply facilitating a focus group to handling the entire strategic planning and execution of a focus group (drafting moderator's guides, developing additional materials for testing, writing analyses of the research findings, executing strategic plans).
Please contact us for more details on the types of focus group projects we undertake, as well as the costs associated with them.