A focus group is a group of individuals within your target audience selected to comment and provide feedback on a product or service. A focus group can allow your company to make some tweaks to your messaging, advertising, or product directly based on relevant feedback before it becomes available to the public. If you’re in the process of starting up your new business, allow us to explain the many benefits of focus group insights:
Unlike surveys usually filled out quickly and thoughtlessly, a focus group moderator can ensure that participants are engaged. The questions asked by the moderator are thought of with engagement in mind beforehand. As participants respond, others will follow and participate in a free-flowing conversation.
Twitter, one of the world’s most used and loved social media platforms, was surprisingly created because of a focus group. Before Twitter became the short tweet sharing app it’s known today, it was an up-and-coming podcast service. However, when successful competitors like Spotify and Apple started showing out, they decided to hold a focus group to see what Facebook was missing that Twitter could provide. When they heard that most Facebook users struggled with a cluttered news feed, they decided to create a solution that allows users to easily and quickly share articles, entertainment, and opinions so long as it is 140 characters or less.
As shown by the Twitter example, focus groups can help your business realize what your target market is missing amongst the plethora of similar companies out there. Focus groups allow you to name-drop direct competitors. This can help you provide your target market with what they’re missing from relevant competitors.
The entire purpose behind brand messaging is to create purposeful copy that will resonate with your target market. You, as a brand owner, may see the potential in your messaging, but the most important thing is to ensure that your intended message comes across in the same way to your audience. Focus groups allow you to directly share your messaging and receive feedback. Your marketing efforts will be put to the test, and the feedback can be brutal. However, it is best to be aware of any discrepancies in your branding now than after launch.
Unlike surveys and secondary research that takes time to gather and collect, focus groups give you the insights and information you need right after the group session. Starting up a business can take a lot of time. You may be conjuring up designs, advertising, websites, and PR moves while trying to gather research as well. Therefore, focus groups are the best option to collect research quickly and efficiently for the busy CEO that wants to launch their business as soon as possible.
We hope this helped you in your marketing efforts leading up to the brand launch! We know you probably have a lot on your plate as an up-and-coming CEO, but with the insights gained from a focus group, you’ll be sure for success.
Grova Creative is a woman, minority, and veteran-owned agency headquartered in Tallahassee, Florida, and works with clients all across the United States. If you are a business or organization seeking help with advertising, marketing, branding, messaging, marketing, strategy, website development, or other creative assets, visit grova.com.