Focus Groups
In order to build a segmentation that goes beyond rational and superficial factors, we need to employ methodologies that facilitate exploration of deep-seated attitudes and opinions.
Respondents build on each others responses/experiences and develop their thoughts, thus helping the development of customer typologies:
- Mini-groups: hard to reach targets or sensitive topics; allow for a degree of more specific ‘drilling down’ of information
- Break-out groups: splitting out different target groups (e.g. users vs. non-users); role play, etc.
- Online groups for hard to reach and internet-savvy respondents