Keep It Simple, Sonny
- Topics:
- Focus Groups
- Source:
- Quirks Marketing Research Review
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Overview: The article asserts that marketing researchers continue to validate research techniques among Gen X-ers, Gen Y-ers and now even Gen Z-ers. However, it is time to give the “old folks” their due. The author shares some of his observations and research lessons he has learned. Labels and limits, logistics are one of the important considerations. Too many times, focus group sessions among younger consumers have turned into a series of one-on-one interviews, as participants are only interested in what they personally have to say. One has to keep the process simple. Older consumers are more in touch with their emotions. This is an important consideration since most, if not all, purchase decisions are made emotionally, not rationally. The bottom line is, older consumers are more interesting. They make the time spent in focus groups zip by at warp speed.
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Format: HTML | Date: Dec 2001 | Pages: 1
