Focus Groups
Focus groups are small carefully selected groups of target listeners who discuss radio with a trained moderator. Focus groups enable us to quickly assess changes in the market, as well as help us respond quickly to competitive moves. Focus groups serve as a quick indicator of how well marketing or programming changes are taking hold and whether fine tuning adjustments are necessary.
Focus groups can also help identify key issues and set priorities for quantitative research to maximize the value of perceptual studies. While the small sample is not statistically reliable, face-to-face discussions with listeners can help us generate ideas, questions, and issues worth further investigation.
For Focus
Groups that center primarily on Advertising or
Personalities, we use Electronic Response Metering. These are hand-held devices that allow participants to express how they feel as they listen/watch. A real-time video readout is set up so clients can watch listeners' reactions minute-by-minute. This tool helps in dissecting both positive and negative aspects of a commercial or routine.
With superior analytical skills and trained moderators on staff, your Focus Groups are sure to provide you with actionable information.
