Questioning the impact of in-person research? Wondering if the insights are truly that different? Tune in.
We recently had the pleasure of joining the Intellicast podcast, hosted by Brian Peterson, to discuss the vital role of focus groups in market research and to highlight the upcoming Global Focus Group Day. Our Director of Communications, Ashley Le Blanc, brought her expertise to the conversation, making it an insightful discussion about the significance of focus groups and the unique benefits of in-person research.
Here’s a recap of the episode:
Focus groups are a cornerstone of qualitative research, providing deep insights that help businesses understand consumer and user behaviors and preferences. Unlike surveys or quantitative methods, focus groups allow for in-depth discussions, revealing the "why" behind consumer choices. These sessions offer a platform for participants to share their thoughts, feelings, and motivations in a detailed and dynamic setting.
Ashley Le Blanc highlighted how these insights are crucial for developing products and strategies that truly resonate with consumers. Fieldwork's experience in organizing and hosting focus groups has shown time and again that the rich feedback obtained from these sessions can drive meaningful innovation and improvement.
The unique benefits of in-person research are emphasized during the podcast. Face-to-face interactions enable researchers to observe non-verbal cues such as body language and facial expressions, which are crucial for interpreting responses accurately. In-person focus groups create a more engaging environment, leading to more honest and open feedback. This setting fosters richer dialogue and helps uncover insights that might be missed in virtual sessions.
Ashley shared, "We're seeing large brands coming back to in-person. Budgets are getting released, people are looking at the insights and saying, 'Remember 5 years ago when we were doing in-person research? We were collecting different insights than we have been online or through qual, and now it's time for us to come back to in-person.' So it's really exciting."
Global Focus Group Day is celebrated on July 9th to honor Saul Ben-Zeev, a pioneer in the field of market research. Saul’s birthday is on this date, and his contributions to qualitative research have been foundational. He founded Creative Research Associates, which evolved into C+R Research, and helped establish dedicated focus group facilities under the Fieldwork name. His innovative spirit set high standards for the industry, making it a fitting day to celebrate focus groups.
You can participate in Global Focus Group Day each year by sharing experiences and insights on social media using the hashtags #GlobalFocusGroupDay and #FaceToFaceMRX. For those interested in participating in future focus groups, creating a Dashboard profile with Fieldwork at www.fieldwork.com/join is an excellent start.
Brian Peterson is the host of the Intellicast podcast, a show dedicated to exploring the latest trends and insights in the market research industry. With a focus on bringing expert opinions and industry news to the forefront, Brian engages with leading professionals to discuss the ever-evolving landscape of market research. His engaging style and in-depth knowledge make Intellicast a must-listen for anyone interested in the field.
Connect with Brian on LinkedIn and learn more about the Intellicast Podcast.
Ashley Le Blanc is an experienced marketing professional in the market research industry. With over a decade of experience, Ashley has held various roles in both agency and corporate settings. Throughout her career, she has worked with a diverse range of clients across various industries, which allows her to adapt to new challenges and think creatively. Whether she’s leading a team, collaborating with colleagues, or working with clients, Ashley brings a unique perspective and a deep understanding of what it takes to succeed in today’s fast-paced and ever-changing business landscape. She is a firm believer in the power of face-to-face interactions and the rich, nuanced data they provide.
Connect with Ashley on LinkedIn.