In the world of marketing, focus groups are an important tool for acquiring feedback regarding new products, as well as strategic decisions. In particular, focus groups allow companies wishing to develop, package, name, or test market a new product/idea, to discuss, view, and/or test the new product/idea before it is made available to the public. This can provide invaluable information about the potential market acceptance of the product/idea.
There are all kinds of focus groups, with all kinds of outcomes. Strategic focus groups in particular can be a way to get board members and management to express and see a vision that may not be there without the right questions being asked, and that’s why the right facilitator is critical to the outcome of the focus group.
For Asante, we conducted a series of focus groups for key stakeholders as they considered the brand ramifications of changing their logo, internally and externally. And if the choice to update their logo was the right one, right now. As you would expect from a group of visionary individuals, there was significant consensus around the direction, and excitement for what the future holds for Asante.
If your business is at a crossroads and needs more information on the direction and where to invest your time or money and are interested in having a focus group conducted for your board, management or customers, just contact us for more information.