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Focus Groups
Description:
Consists of a moderated exchange among
decision makers within a target customer
segment, including clarification of issues
that were exposed through interviews or
other means prior to conducting focus groups.
Objectives:
- Probe the range of issues that drive
demand.
- Capture the competing arguments surrounding
decisions.
- Explore the appeal of a specific product
concept.
Sample Issues:
- What factors contribute to variations
in clinical pathways for a diagnosis and
therapy?
- How will a proposed product or service
impact care delivery?
- Who influences purchase decisions and
what factors count most?
- What factors influence the range of
opinions regarding a specific product
or service offer?
Process:
- Identify and recruit 6–8 decision
makers in each selected customer segment.
Seek individuals with differing views
for a fruitful debate.
- Typical sessions last two hours.
- Develop a questionnaire guide and supporting
materials for a structured discussion.
- Transcribe results of the focus group
along with a summary of key points.
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