Click on the links below to learn more about each research method.
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Focus Groups Applications Focus Groups are used in many marketing arenas. Product manufacturers use them to help develop and assess new products or brand extentions. Advertising executives benefit from the ability to understand how their audiences may respond to variations in advertising messages. Moreover, businesses of all types use focus groups to help them understand and evaluate how satisfied their customers are with the products and services that they receive. Northstar Approach Our approach to Focus Groups is grounded on the understanding that we are responsible for delivering actionable information. We focus on the initial design elements so that our client's questions are clearly understood and developed in the Focus Group discussion guide. The search for actionable information guides the project from initiation to completion of the final report and presentation sessions. Our goal with Focus Group projects is to deliver a quality project from start to finish. Traditional Focus Groups Typical Focus Groups have from 8 to 10 participants seated together with a moderator. Our clients are then able to view the discussion through a one-way mirrored glass that separates the Focus Group participants from the "backroom." We generally offer cassette, and/or video tapes of the sessions. Mini-Groups A modification to the traditional Focus Group is the Mini-Group. Mini-Groups differ in that they are generally made up of 3 to 5 participants. Mini-Groups offer our clients the chance to explore issues in more depth than with Focus Groups, yet retain the valuable interaction that takes place between participants. We have found Mini-Groups to be especially useful for product usage testing or when working with special groups, such as children or information systems managers. Telephone Focus Groups Telephone focus groups are an excellent way to bring representatives from dispersed markets together. We have successfully completed many telephone focus group projects in areas where implemeting more traditional methods would have been impractical or impossible. Our clients are able to listen to the Focus Group from their offices anywhere in the country. Special software allows our moderator to track who is speaking, regardless of the number of participants. We are also able to receive client notes via a computer monitor during the focus group session. Additionally, telephone focus groups save travel expenses and allow our clients to remain in their offices during the sessions.
Executive Round-Tables Applications If your organization is implementing a customer satisfaction management program, is considering an important strategic or tactical change that will affect your major customers, or is in the concept validation stages of a new product development program, you may find Executive Round-Tables to be an ideal way to incorporate your customer's voice into these projects. Executive Round-Tables allow a small group of our client's representatives to meet directly with a selected group of individuals from specific customer organizations and are an effective way to get "face to face" with customers. Northstar Approach
Individual Depth Interviews Applications Individual Depth Interviews (IDIs) offer our clients an opportunity to explore their marketing issues in more detail than group methods. IDIs also allow clients to examine sensitive issues more deeply, or to talk with target groups that would be very difficult to gather in a single location. IDIs offer our clients the opportunity to dig into product usage issues or identify how their customers think as they interact with advertising messages. IDIs have been particularly useful for examining the influence of Internet Website design on interests and intent. Northstar Approach We treat each inteview as a unique experience and adapt our style to reflect particpant characteristics and comfort level. Each respondent is able to relax and enjoy the experience, which provides insights that are best gained from this type of environment. Whether we are working with teens, the elderly, technical professionals or general consumers, our style and approach is tailored to best reflect the unique nature of the study and the needs of each participant.
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