Focus Groups: Traditional and Web Groups

Qualitative Expertise
KLC specializes in focus groups and in-depth interviews for:

• Print Publications
• Communications Technology
• Computer Services
• Entertainment Sources
• Health Care / Pharmaceutical
• Sports World Issues

Focus Groups / In-Depth Interviews / Ethnographic Research

KLC specializes in imagery exercises to personify brands and products. These creative techniques move respondents beyond basic boring information (Yeah, Nokia is a pretty good company) to insightful brand positioning (Nokia would be the coolest guy at the party, holding a martini shaken not stirred and listening to Counting Crows).

KLC then codes the transcripts to develop perceptual maps. Are we guilty of adapting quantitative techniques to focus groups? Of course. The findings are only directional, but a perceptual map is a visual tool for quickly conveying the key insight. We'll be guilty as often as you like if it means our customers "get it".

Traditional Focus Groups
Traditional Focus Groups are moderated at a facility, your offices or trade show, with an edited video summary in mind. This ensures that clear and concise quotes are obtained at the source.

In-Depth Interviews
KLC uses a "journalistic" approach, securing a more accurate picture of the respondent's true attitudes. In-depth interviews can be conducted in person, by telephone or on the Web.

Ethnographic Research
Observation of customer behavior adds invaluable insight to the qualitative process. While frank discussion with respondents reveals attitudes and intentions, observation of actual behavior provides an understanding of what consumers really think about a product based on what they do, no just what they say. We observe interaction with the product in the household, office or research venue, or by joining and observing behavior in online forums.

Web Groups

You know what the problem is with typical web groups? The most critical skill is typing.

Chat captures typing skills, not product knowledge.

The KLC Solution - Audio & PC Marriage via FocusOutreach.com

At KLC we wrestled with the chat dilemma for three years. All the web enhancements in the world couldn't overcome that typing thing.

To solve this dilemma. KLC developed FocusOutreach.

FocusOutreach offers:

• PowerPoint Presentations serve as the topic guide
• The host computer controls the discussion flow
• Audio is picked up via a Conference Call
• Audio is recorded (quality superior to focus group facilities) for transcripts
• "Instant polling question" feature allows for collection of unbiased opinions
• Chat window allows for private messages and ability to collect unaided awareness
• Use of "text tools" allows you to draw and highlight sections of your page

FocusOutreach Advantages

• AUDIO / VISUAL STIMULI
  • Present concept statements, ad boards, radio commercials
• UNBIASED REACTIONS
  • Polling questions collect data instantly and force respondents to hold to their viewpoints
  • Chat feature allows for collection of unaided awareness
• FULL TRANSCRIPTS
  • Robust answers, not just shorthand chat comments
• COST
  • 20% less than traditional focus groups
    (and that's before you add up travel costs. Besides how badly do you really want to visit that Industrial Park near the airport anyway?)
• SPEED
  • Convenience factor allows groups to be scheduled within a week
• SAMPLE
  • Stop relying on the usual suspects in the usual major markets
  • When your sample base is limited, this allows focus group features (audio, visual stimuli) on a virtual basis
  • Global reach, talk simultaneously to your London (5pm), NYC (Noon) & LA (9am) customers

FocusOutreach Example

View a PowerPoint presentation on FocusOutreach

Go to Communicating Insight

Conference/Trade Show Everyone is trying to reach those elusive B2B decision makers.