So you want to take your business to the next level. Knowing what your customers, employees and the public want and what they think about your brand is sure to set you up for success. Since we’re not psychics, we can use focus groups in place of a crystal ball to see inside the minds of your audiences and bring the future into focus.
Focus groups can be used for a variety of marketing projects, including product launches, employee engagement campaigns, brand assessments and more. Focus groups are a useful tool to benefit your customers, employees and overall public perception.
Walk a mile in your customers’ shoes
You’re serving your customers, so you should be aware of what they think. When conducted by a third party vendor, customer focus groups create an engaged discussion providing you with an inside look at your audience’s thoughts on a number of topics. For example, we partnered with a national real estate developer to facilitate focus groups that gauged residents’ satisfaction with rental units, staff and amenities to find what sets the developer apart from competitors. Additionally, you can experience the language of your customers and weave that into future marketing campaigns to better target potential customers. The expression, tone and attitude of an individual also can be captured and added to the research results.
Focus groups can be especially beneficial if you have a wide customer base of differing demographics. Splitting up your participants into groups based off of similar characteristics, such as age and gender, will create engaged conversation specifying their feelings, perceptions and opinions. It provides you with the opportunity to compare and contrast the views and opinions of varying groups and utilize that information to enhance your brand.
Keep your ear to the ground on the front lines
Focus groups aren’t just for gaining insights from consumers. You also can observe your internal audiences and set up a focus group for your employees. Our same real estate developer client held employee focus groups in addition to customer focus groups. This allowed the developer to discover ways to improve processes and procedures to make work more efficient and improve employee happiness.
Creating a team of satisfied employees carries outside the office and creates a great reputation for your company. Internal focus groups led by a member of your HR team, or by an impartial third-party like Bottom Line, can ignite opinions from employees they’d be hesitant to share in regular business meetings. This type of focus group can elicit discussion and give you an honest assessment of job satisfaction from across your workplace to help identify discontent and areas of improvement.
Employee focus groups can identify gaps between leadership and frontline perspectives. Feedback from frontline employees can often get isolated and fail to make its way to the leadership team. Make sure all levels of employees are engaged in the process to gain valuable insight and keep your employees happy and your brand strong.
Take a look at the big picture
In addition to gaining the inside scoop on your customers and employees, it’s time to examine how the public views you. The public’s perception of your brand identity is essential when it comes to growth and awareness. By only focusing on the customers you already have, you can become stagnant and sales can decrease. Focus groups allow you to manage your reputation in the market and gain an understanding of what draws people in or pushes them away.
Focus groups provide for engaging interactions and cook up new ideas for you to improve the interaction between your customers, employees and overall public. Not only is it accurate, it’s directly received and allows for companies to take action immediately.
Tired of staring at a blank crystal ball and guessing what your target audiences are thinking? Contact Bottom Line Marketing & Public Relations to set up a focus group based on your company needs and we’ll bring results into focus.