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                          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, buyers, customers) are gathered in a room with a moderator.

    [] You'll have to compensate them in some way - it probably would take
    a half day of their time.

    [] The room should have a one-way mirror allowing for a video taping
    crew to record the entire event.

    [] The moderator will work with a list of questions prepared from the
    points highlighted below.

Purpose

The Focus Group Research Program will be conducted to discuss key concerns and interests of XXX (department/industry) and managers in the area of (department/industry/profession). The data that is derived will help (Company) refine its products/services and sales support systems to better serve the XXX industry.

The results of the group sessions also will assist (Company) in focusing issues for long range marketing, advertising and promotion plans.

It may appear that some of the information requested from this Focus Group Study can be supplied by our sales force. However, the salesperson's information is not empirical to our customers' perspective. There are a number of customer profiles that need to be investigated, and we will research and deliver a fully-rounded profile of the buyer and his peer group in order to execute marketing based on sound, objective data.

Discussion Points

    [] Listing of key dynamic OEM's, dealers by group members (unaided -
    let them tell you without being prompted).

    [] Listing of key areas of concern by the group members (broad
    discussion points should include supplier reputation, technology,
    leadership, sales support, and technical support) in selecting a
    supplier.

    [] Merge lists (graphically on chart) having attendees rate/rank each
    manufacturer by the various attributes they've noted in step above.

    [] Probe attitudes as we go, focusing on (company) and top
    competitors.

    [] Given key concerns as noted, what are the trade-offs?  Why do
    they tend to select one manufacturer over another?

    [] Have attendees define influences in the purchasing loop, their role
    and their relative influence and weight.  Also discuss the sales cycle
    - steps, timing, how long it is likely to take before an order is
    placed.

    [] Where do the attendees (and others in the purchasing loop) get
    their information?  How does flow of information take place?  (Trade
    shows, advertising, technical articles?)

    [] What type of information do they find most useful?  Catalogs, spec
    sheets, advertising, etc.  (They will be shown samples from (company)
    and others.)

    [] Specifically, what type of information do they want/need from an
    advertisement?  How do they like it presented?  In terms of the key
    concerns noted earlier, which should be presented in the advertising?

    [] What type of follow-up do they prefer?  Reader service numbers?
    WATS (800) line?  Coupon?  What type of information is worth their
    spending any time at all requesting?

    [] Looking at each manufacturer, what should each one be doing to
    improve their overall service to the engineer and their needs - and
    what specifically, fulfills their needs?

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