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Discussion Groups
provide immediate feedback on a product, or business and marketing
plans, and are most useful if solicited from several different types
of target customers. The outcome should help create a service design
strategy, serve as a reality check on the current product/service,
and be an 'infomercial' to a captive audience.
A series of focus groups can reach different
target audiences and validate information gathered from preceding
groups. Meetings function well with about 6-10 participants and
no longer than 2.5 hours. Refreshments or other small gifts show
appreciation and thanks. If the meeting is audiotaped, attendees
need to be advised ahead of time and assured that the tape will
be confidential.
The steps involved in building and conducting
a discussion group series are as follows:
| 1. |
Identify key customer targets
and distributors: current customers in various industries, stereotypical
individuals, and organizations that are desired as customers.
Additional targets may be identified from the Thomas Registry,
through industry associations, Sweet's Catalog and by Internet
keyword searches. Useful perspectives include key business decision
makers, technical experts, financial managers, attorneys, accountants,
professional association members, sales reps selling similar
products, and other 'local experts'. In some cases, include
government or regulatory people. |
| 2. |
Organize and group the target
list by competitive relationships, symbiotic relationships,
or another categorization scheme. Participants may be from the
same industry but have different product lines, and, typically,
participants from competing companies should not be in the same
meeting. |
| 3. |
Identify the goals and
information desired from each target group. Limit the number
of main discussion topics to three. Keep these consistent between
each focus group but tailored for the particular industry, management
level, or circumstances of each group. |
| 4. |
Prepare invitations and
send out well in advance. Outline the purpose of the event,
why their opinion is important, the agenda, and how the information
will be used. Ask for confirmation of attendance by a specific
date or get the name of an appropriate alternate. To get a minimum
of six attendees, at least 20-25 letters per customer target
for each discussion group. |
| 5. |
Confirm receipt of the
invitation. During this process, try to collect initial information
from the recipients, and insight for the recipient on the product
and company. |
| 6. |
Prepare a company information
package, product samples, and refreshments for the participants.
Appreciation gifts may also be appropriate. |
| 7. |
At the Meeting.
- Facilitator begins the event by
reviewing the purpose and goals
- Owner, inventor, or CEO gives a
history of the company, its vision, goals and purpose of
product, process or service.
- Facilitator leads introduction
of attendees.
- Facilitator begins discussion topics,
maintains sharp focus, encourages everyone's participation,
and ensures each area is fully explored. Listen for suggestions
and ideas for marketing, new services, and product offerings.
Each company representative should take notes and credit
the ideas to the speaker.
- Facilitator concludes discussion,
asks for final questions, and thanks participants.
- Owner hands out the company package
and appreciation gifts (if applicable).
- Company participants debrief on
significant learnings.
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| 8. |
Send a personalized thank
you note to each participant. |
| 9. |
Once all discussion groups
are completed, the facilitator summarizes the feedback and presents
it to the company with specific recommendations for action in
the marketing and service organization plans. |
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