behave yourself
We meet Matt Barr, Marketing lecturer from the University of Gloucestershire who tells us about their new Consumer Behaviour Lab that is available for retailers to use and offers tips for creating a focus group.
What do customers really want?
Rather than second guessing, or asking friends for an opinion about a new product or service, one of the best ways of getting ideas, whether for development or pure confirmation, is a Consumer Behaviour Lab. The University of Gloucestershire has just opened a brand new Lab, the only one of its kind in the region, in its School of Business and Technology, that offers state of the IT and is invaluable for any business wanting to develop its brand or get a greater level of depth and insight into a product or service.
to ensure that sales do well, regular market research is invaluable for retailers to find out exactly what consumers want whether it be the kind of atmosphere they need to experience in store as well as discovering a particular area in the business they feel is missing. Research is a big part of the marketing mix and understanding the customer experience through focus groups is where that helps.
"lighting in the room can be adjusted so that consumer experiences change, such as how they feel when they eat a piece of chocolate."
“Obviously price is important but what is the underlying reason that consumers are willing to travel and visit a retailer?" says Matt. "It’s the experience. As retailers are struggling, they have to understand better what experience they can offer would encourage customers to give up their time and money to buy from them. Whilst retailers can take consumer information, such as email addresses, it’s vital to really understand what they should be focusing on when they engage with customers.”
The Consumer Behaviour Lab is the perfect place to set the atmosphere that retailers want to portray in their consumer focus groups. For example lighting in the room can be adjusted so that consumer experiences change such as how they feel when they eat a piece of chocolate they are testing. The tone of voice is important too - whilst you can get results from asking people in the street what they think, the result may be better when in a controlled environment with appropriate questions for your target audience.
“It’s not just getting a group of people talking about their favourite chocolate for example” continues Matt, “There will be a moderator who will be able to get the best out of all those attending. When someone is surveyed by a person with a clipboard there is the risk that those being interviewed may be in a rush or if the person asking the questions is the one who has created the product or service there is the risk they clam up for fear of offending”
It’s a recommended to have a moderator in a focus group so that you are more likely to ensure you gather information and data that will help you improve your marketing goals.. It’s also a good idea to run a pilot so that you can discuss the outcome before the actual event and once you’ve run through the session you can fine tune the process so that the right questions are put in place.
It’s not only getting the people to run the session that is vital but also the equipment that helps get the best information from the session. Be sure to look at what’s available before the focus group begins, there should be state of the art equipment to record audio and video and easy controls such as an iPad that allows you to adjust everything at the touch of a button. It’s also a good idea to be sure there are details such as split screens which allows those running the sessions to show two different treatments for participants to compare at the same time.
"There is the need for specialised coding the results for later analysis ."
The optimum size of group would be between seven and ten people - they can be paid a nominal fee or sometimes they will be part of the group for expenses, food and drink or just because they are able to have samples of the product being tested. It’s possible to have two sessions - one in the morning and one in the afternoon (or split over different days) so that the right number can be included in the group and it’s always a good idea to add a couple more people to allow for no-shows on the day.
The most important thing with the focus group is making sure that the information you’ve recorded on audio or video is transcript properly. “There is the need for specialised coding the results for later analysis” says Matt “where the moderator or other researcher will listen or watch all the information that has been collated and they can find a pattern amongst all the information that has been repeated which may not necessarily be obvious. This coding is the key to getting the true answers needed.”
When organising a focus group it’s also important to get exactly the right people to attend that will give answers that are relevant. Forget how great you think the product is the group will tell you exactly how much it will be used, what the selling features are and point out all the parts of the product that may not function as well as you think. It may be hard to hear but it allows you to amend parts to improve them and save yourself thousands by not putting something out to market that’s not quite ready yet.
Six tips for setting up a successful focus group
Ensure you have clear objectives
It’s really important to have a clear goal before conducting the session, whether the aim is to get feedback on a new product or find new ways to fine-tune an existing service.
Recruit the right and of people
The attendees in the focus group need to be open-minded and ordinary consumers. It is best to avoid anyone who works in marketing as they’ll be swayed whether they are consciously making the decision or not. You’ll be able to find agencies that can get a good sample of people together.
Create a happy atmosphere
To ensure that participants are in the right frame of mind and are relaxed it’s really important to make sure they have a great experience from the minute they arrive. That is to make sure that it’s easy to park, that they are welcomed and on the list of attendees when they get to reception and that they are taken to the focus group room or directions are crystal clear. You want them to be in the best possible frame of mind during the session, not fuming that they couldn’t find change for the parking meter.
Have the best equipment possible
Be sure when you have the group in the room that all mod-cons are working and that you have access to equipment that is easy to use and offers the best experience. For example large screens and possibly split screens for comparative films, so that everyone can see footage. Make sure that the chairs are comfy and that there are refreshments.
Ask the right questions
You need to get the right kind of person to run the session in a skilled way so be sure that you have someone who is qualified or has the ability to control the group which may have people who are hesitant about answering and those who tend to dominate the discussions. The kind of questions that are being asked are vital - you must avoid leading questions such as ‘Don’t you think that…’
Have help to hand
Ensure that you have an assistant or someone to help with areas such as organising lunch or to be there to help generally, for example if the technology has a blip for some reason because everything has to flow. The Consumer Behaviour Lab allows has the technology that allows assistants to be based outside of the building so they can listen and watch at the same time but from elsewhere. Additionally, if relevant, the client can follow the discussion in real time from elsewhere and text the facilitator with an additional or different question for consideration once they’ve listened to what the group has to say.
Consumer Behaviour Lab - the nitty gritty
For all users, an induction to the Lab is available.
The latest companies to use the lab at the university include a group of sport students who are testing a brand new app.
As a University committed to partnering with local business, the university offers a below market daily rate of £600 or £350 for a half day (4 hours). There are different options for those budgeting ahead and who may want to pay in instalments for example.
For current clients, with an initiative based at the University’s Growth Hub, the Lab is available at a 20% discount.
Specifications:
-Room Capacity/Configuration 10 participants and a moderator (board room style and other layouts are available)
-Audio/visual Two Shure overhead mics and two ceiling mounted HD cameras
-Observation & recording Simultaneous recording and live streaming capability via private Youtube channel. If editing is required, additional charges POA.
-Multimedia 2 48 inch wall-mounted televisions with AppleTV and iPad for presentations or video content.
For more information:
Matt Barr, Lecturer in Marketing, 01242714435, mbarr@glos.ac.uk
Sam Copland, Lecturer in Marketing, 01242714376, scopland@glos.ac.uk