Sherlock Holmes was known for uncovering the answers to the most complex cases utilizing the kind of observation, science and reasoning required to break a mystery down to its simplest form. In his famous words, “It’s elementary, dear Watson.”
The best research studies are conducted to take questions from any number of areas of client need and break them down to uncover a simple direction when we use this marketing tool. Whether a client wants to understand how to reach their audience, launch a new product or gauge popular opinion, a research study is often required when contemplating a new direction.
Research studies in marketing can range from a basic discovery session to a complex competitive analysis. Other studies can be conducted in phone, email or written form to gauge opinions. One study that our field is especially well-known for is the focus group.
Here in the Upper Midwest, and especially in North Dakota/west central Minnesota, we don’t often get the chance to hold a true product testing focus group. But that is just what we got to do recently – test out a new product and gather consumer feedback. This product, which would be used for ages ranging from toddler to age 11, would greatly increase the usability of today’s stroller for those older children who need to be able to occasionally sit and ride during outings.
Our client wanted to see what parents of children in this age range thought of their prototype, including the features, storage, ease of use and other important elements of their product. By utilizing a focus group format with two small group sessions, we were able to provide some very important feedback as they move into the manufacturing phase. We selected the focus group format for several reasons, including the strengths and weaknesses of such a study.
Focus groups are both revered and admonished in our field because of the concept of “groupthink.” Proponents say that the group discussion portion of a focus group leads to valuable insights not otherwise gained during the individual feedback gleaned during such a study. Opponents say that the concept of “groupthink” leads the bolder of participants to be more vociferous and the more shy participants to be more quiet, skewing the results and feedback.
For this study, we utilized a format in which participants individually (and silently) rated the product and features in a written questionnaire after a short presentation about the product. After the questionnaires were collected, we held a group discussion with some general, open-ended questions posed by the moderator. In order to avoid too much of the “groupthink” phenomenon, we deliberately kept our two groups very small – five or fewer participants in each session. The moderator also made sure to draw out those who might have deferred to the naturally bolder participants in the group.
Holding two groups turned out to be incredibly valuable because one group ended up focusing on one set of questions and concerns about the product, while the second group focused on much different questions and concerns. Both sets of questions and opinions are crucial as far as making sure the product has broad enough appeal. Just as in the elementary school classroom it is important not to overcrowd so as to provide enough individual attention, so too was it incredibly value to have smaller groups to conduct a great study.
The elements of great research are those which pose the right questions to obtain the best and most actionable answers for our clients. According to a popular philosophy, Occam’s Razor, “the simplest answer to a question is often the best one.” So inspectors and philosophers seem to agree; when seeking to answer some of the most complex of client questions, keeping it simple – even elementary – often yields the best results.
Need help conducting research for your product or service? Give us a call at 701-478-1111 and ask to speak with a Marketing Advisor or visit absolutemg.com/contact. We have the experience to find the consumer insights you need.