Rethinking Focus Group As Concept Development Tool

Topics:
Brand Management,
Brand Strategy
Tags:
Development Tool,
Focus Group,
Labbrand Team,
Marketing,
Marketing Research,
Tool
Source:
LABBRAND China Consulting

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Overview: In media research, focus groups can be used for different purposes: to generate ideas at the very beginning, even before concept testing; to validate a TV pilot, as this is the prototype of the new idea; and eventually to gauge the reaction of the market after the new product has been launched. The main strength of the focus group methodology is in its depth. This method can, in fact, uncover information that structured surveys or questionnaires cannot. The Labbrand team believes that it is an excellent way to tap into the consumer's mind and through this article we aim to highlight its interactive nature for the purpose of concept development rather than a fail/pass testing methodology.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: HTML | Date: May 2008 | Pages: 4

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