Qualitative Research Leads to Actionable Insights
Focus Group Research is one methodology that can draw out the thinking and opinions of participants, proving rich detail into “why.” Typically, our focus groups consist of 8-10 participants, who are carefully screened and recruited for meeting specified criteria. The successful focus group is one where people open up and truthfully provide insights on a topic of importance, thus giving the sponsor directional and actionable take-aways.
KFA believes that a highly perceptive moderator with exceptional communication skills is a necessity to achieve real and meaningful outcomes. And, there is no substitute for experience. Not just moderating experience, but the kind that is acquired by being a strategic decision maker in the marketplace. KFA will make certain that your moderator is a good fit for your groups and has the know-how and ability to connect.
In addition to possessing outstanding communication and probing skills, KFA believes that the moderator takes the lead in suggesting exercises/techniques that may bring or add value to focus groups. These include:
- Projective techniques, such as sentence completion, personality associations, drawing and storytelling
- Probing techniques, including scaling of attributes and conceptual mapping
- Pre- or post-group assignments
The role of the moderator may include selecting the facility or site where groups will be held and providing input on arrangements and the recruiting process. Working closely with the client, the moderator will write the screener, which is used to recruit respondents, and will prepare the discussion guideline, which is critical for staying on course to meet objectives.
While located in Central Arkansas, KFA is especially knowledgeable about the entire state, having conducted groups in many places across a range of topics/industries. Little Rock National Airport can provide several ways to investigate the market place in Central Arkansas and the convenience of conducting research among a range of demographic groups in this growing state.
Focus groups are not the only methodology used by KFA to delve into people's thinking. Ethnographic techniques and observation can result in insights that are not easily articulated by people but are very evident to trained observers. “Fuzzy front end” thinking or ideation can be used to help discern which new products are most appealing and marketable.
In addition to moderating focus groups with the general public, KFA stands out for being effective at conducting in-depth interviews with business decision makers, community leaders, high net-worth individuals and those with special needs.