Group Discussion

MARKET SUCCESS IS NEVER JUST AN ACCIDENT

Ensuring or increasing the vitality of products and the effectiveness of ad campaigns always tend to resemble tightrope walks: Are the target group's desires and needs convincingly addressed? Do the product features and their marketing attenuate possible resistances? Are the "added value" and the "unique selling proposition" actually recognised? Are the offers and the advertising material in line with the image? Group discussions by YouGov qualitative provide quick answers to these questions and offer significantly more than mere evaluations of various opinions: They offer substantiated insight into the psychological structures in which consumers perceive and assess concepts for products and advertising efforts. They identify and explain why products and advertising media are often "nodded though" but, in reality, actually prove ineffective. They show the impact of social influences on the diffusion of products. Last but not least, they provide systematic indications for optimisation, as oftentimes small (but very effective!) modifications can turn products or advertising campaigns into "winners". In short: group discussions by YouGov qualitative reveal your chances and obstacles on the market at an early stage. This directly benefits your products' strengths and your advertisements' efficiency! BENEFITS exact image of the target group via the composition of the test persons: though the sample is small, it explores the whole spectrum of opinions, reactions and emotions (psychological representativeness) group dynamic processes reveal processes of social influence and facilitate the revision of argumentative strategies the opinions and attitudes of the participants are checked in regard to their competency for consensus. Prediction of the course of the discussion or the diffusion processes high potential for creativity because of the participants' mutual incitement: provides numerous suggestions for design, distribution and marketing very economic way of measuring acceptance by low expenditure of time and staff vivid and authentic insights into the consumer's psychological reality ("the dramatic art of everyday life"). We also provide our clients with the opportunity to watch the discussion behind a one-way mirror APPLICATIONS FOR GROUP DISCUSSIONS testing product concepts testing advertising media and campaigns (as well as special events, raffles, etc.) testing packaging testing names, logos and seals of approval testing website-layouts testing different communication media (e.g .mailings, newsletters, etc.) testing distribution concepts testing services (e.g. store cards, mobile phone-services, etc.) testing newspapers and magazines identifying potential customers and opinion leaders continuous product monitoring with trendsetters ("early-warning system") spotlight-groups, e.g. in the case of a product's sales slump exploration of experts' opinions (e.g. in B2B research) Additional to conducting general consumer surveys, YouGov qualitative is comprehensively experienced in the survey of special target groups as executives, doctors, insurance brokers, craftsmen, retired persons, children, teenagers, etc. PROCEDURE When the project is approved, we conduct a detailed briefing with our client. In close coordination with you, we compose discussion-guidelines that pre-structure the contents and questions, containing constructive items and objectives without limiting the openness of the group discussion. The guidelines serve as an orientation for themes and scheduling and can be handled flexibly during the discussion. In the same time-frame, the test persons are recruited. The recruitment can be conducted by subject-files, lists of customers, or, if desired, by cold calling or at the point of sale. We have our own test studio and recruitment-team in our offices in Cologne, in other cities we cooperate with approved collaborators. Our internal and external control (e.g. for avoiding "discussion-pros") guarantees high quality. YouGov qualitative works with a team of moderators. The main moderator guides the discussion, while a co-moderator presents illustrative material, observes, journalises and interposes additional questions. The discussions usually take approx. 2 hours; we recommend 8-10 participants per discussion, and 6-7 participants in expert groups. We observe the group discussions (via one-way mirror) live. The discussions are video-recorded and can be inspected by the client on certain terms of data protection. We are delighted to discuss the first group discussion(s) with you! Here, possible modifications focus-adjustments and moderation-strategies can be reviewed. The group discussions are not evaluated by enumerations but display an integrated analysis of the most important results that we edit for our clients in a practice-oriented way. Of course, the clients' specific objectives are answered in detail. Therefore, we consciously do not work with percentages as this wouldn't be appropriate for our method. However, we make predications about frequently, seldom or sporadically observed psychological phenomena. The results are structured and presented - if desired, at an in-house presentation - in a demonstrative chart-report.