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<p>Created page with &quot; Focus Group Research [] This is optional for a business plan; however, if you have this information already, certainly include it with your plan! [] It is best to commission a qualified and experienced market research firm for this project, however, you can prepare thoroughly and conduct an effective Focus Group study yourself. [] Typically, a group of 8 to 15 people (from your target industry - engineers...&quot;</p> <p><b>New page</b></p><div><br /> <br /> Focus Group Research<br /> <br /> [] This is optional for a business plan; however, if you have this<br /> information already, certainly include it with your plan!<br /> <br /> [] It is best to commission a qualified and experienced market research<br /> firm for this project, however, you can prepare thoroughly and conduct<br /> an effective Focus Group study yourself.<br /> <br /> [] Typically, a group of 8 to 15 people (from your target industry -<br /> engineers, buyers, customers) are gathered in a room with a moderator.<br /> <br /> [] You&#039;ll have to compensate them in some way - it probably would take<br /> a half day of their time.<br /> <br /> [] The room should have a one-way mirror allowing for a video taping<br /> crew to record the entire event.<br /> <br /> [] The moderator will work with a list of questions prepared from the<br /> points highlighted below.<br /> <br /> Purpose<br /> <br /> The Focus Group Research Program will be conducted to discuss key concerns<br /> and interests of XXX (department/industry) and managers in the area of<br /> (department/industry/profession). The data that is derived will help<br /> (Company) refine its products/services and sales support systems to better<br /> serve the XXX industry.<br /> <br /> The results of the group sessions also will assist (Company) in focusing<br /> issues for long range marketing, advertising and promotion plans.<br /> <br /> It may appear that some of the information requested from this Focus Group<br /> Study can be supplied by our sales force. However, the salesperson&#039;s<br /> information is not empirical to our customers&#039; perspective. There are a<br /> number of customer profiles that need to be investigated, and we will<br /> research and deliver a fully-rounded profile of the buyer and his peer group<br /> in order to execute marketing based on sound, objective data.<br /> <br /> Discussion Points<br /> <br /> [] Listing of key dynamic OEM&#039;s, dealers by group members (unaided -<br /> let them tell you without being prompted).<br /> <br /> [] Listing of key areas of concern by the group members (broad<br /> discussion points should include supplier reputation, technology,<br /> leadership, sales support, and technical support) in selecting a<br /> supplier.<br /> <br /> [] Merge lists (graphically on chart) having attendees rate/rank each<br /> manufacturer by the various attributes they&#039;ve noted in step above.<br /> <br /> [] Probe attitudes as we go, focusing on (company) and top<br /> competitors.<br /> <br /> [] Given key concerns as noted, what are the trade-offs? Why do<br /> they tend to select one manufacturer over another?<br /> <br /> [] Have attendees define influences in the purchasing loop, their role<br /> and their relative influence and weight. Also discuss the sales cycle<br /> - steps, timing, how long it is likely to take before an order is<br /> placed.<br /> <br /> [] Where do the attendees (and others in the purchasing loop) get<br /> their information? How does flow of information take place? (Trade<br /> shows, advertising, technical articles?)<br /> <br /> [] What type of information do they find most useful? Catalogs, spec<br /> sheets, advertising, etc. (They will be shown samples from (company)<br /> and others.)<br /> <br /> [] Specifically, what type of information do they want/need from an<br /> advertisement? How do they like it presented? In terms of the key<br /> concerns noted earlier, which should be presented in the advertising?<br /> <br /> [] What type of follow-up do they prefer? Reader service numbers?<br /> WATS (800) line? Coupon? What type of information is worth their<br /> spending any time at all requesting?<br /> <br /> [] Looking at each manufacturer, what should each one be doing to<br /> improve their overall service to the engineer and their needs - and<br /> what specifically, fulfills their needs?<br /> �</div>

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