For withdrawal of a new product on the market or for modification and upgrading the current one it is necessary to gain knowledge about customer preferences, that are not always the same in different countries. If you want to enter a Russian market you need to make a customer’s portrait. This information is possible to get with the help of hall-tests and focus-groups.
|
Characteristic |
Hall-test |
Focus-group |
|
1. Number of respondents |
Large-scale involvement (150-300 people) is supposed |
As rule, a group includes 7-10 people |
|
2. Method of opinion accounting |
Questionnaire |
Deep group interview |
|
3. Main purposes |
Packing testing, promo materials testing |
Getting a widened opinion conserning the product/service, packing, design, |
|
4. Type of analysis |
Quantitative |
Qualitative |
|
5. Particularities |
Carried out in a separate room, located at a place with high traffic flow |
Carried out in a separate room, adapted for holding a conversation |
According to goals you can choose necessary research tool.
Projects that mean carring out hall-test or interview with potential consumers in focus-group format, as usual, include following phases:
|
Phase |
Hall-test |
Focus-group |
|
1. Preparative |
Questionnaire construction and approval. Instruction of interviewers and recruiters. Selection of a suitable room for carring out a hall-test. |
Selection of focus-group participants according to relevant primary audience. Forming a scenario of a group interview. |
|
2. Main |
Arrival of a team to predefined points and interviewing. |
Carrying out of a group interview according to prepared scenario. |
|
3. Analytic |
Processing and analysis of received results. Forming a report, that contains large-scale analytics, and also conclusions and recommendations. |
|
CONCOL consulting company has a rich experience in carrying out such researches. In our projects we used these methods for:
- research of customer loyalty and perception of packing appearance of dry building mixtures and tea;
- determination of consumer segments and children's clothes buyer portrait, visitors of fast food places and beauty salons;
- estimation of perspectives of IT-outsourcing and property management market access.
More detailed information about carrying out hall-tests and focus-groups services you can get if you get through with us by the phones:
(499) 145 74 77
(495) 763 28 63
or by e-mail marketing@concol.ru
