As a market research facility, we are kind of (completely) biased about the importance of market research for companies and brands. But occasionally the argument is thrown around about the relevance of qualitative research anymore, after all, aren’t we trying to innovate rather than re-hash things to make customers happy?
Well, yes, but running a focus group is more than simply listening to a consumer’s opinion on a topic. It’s about going deeper and understanding the needs that then build the foundation of innovation. In his latest article Going Below The Surface, Asher Hunter, of business strategy company Metrix Consulting, delves into not only the importance of good qual, but how to ensure you’re getting the most out of it for your company. Well worth the read with some great guidelines.