Focus Groups: A New Twist on a Tried-and-True Approach
The traditional focus group is still alive! Research shows that about 90% of our communication happens with our bodies and our energy. Since groups are in-person and spark dynamic interactions, they give us different insights from online methodologies.
Groups allow us to show or present real products in order to encourage a tactile and kinesthetic experience. Today’s focus group can be more like play, with a lot of tools and techniques to stimulate creativity, interaction and innovation. I use projective techniques, music, video, creative exercises, homework assignments, and a relaxed or simulated atmosphere. In this setting people express themselves and clients can observe the subtlety of these interactions. Today’s Focus Group is flexible, inventive and insightful.
Having worked with horses for many years, I have a unique moderating style -- I pick up the nuances of body language and energy and I create greater rapport in the group -- people open up quickly and are willing participants. I always hear it from clients -- my groups are engaged and spontaneous!