In advertising, a focus group is the best way to find out how your audience will react to a new idea, product or advertisement. This marketing strategy is also a great way to save your company on advertising dollars.
Focus groups can range in size, being as large as a group of 1,000 people. Normally, they are conducted in groups of 10-20 people. It all depends on your specific target market. A car dealership may need to conduct a larger focus group, knowing that their customers can be anywhere between the ages of 25-54, male or female. However, if you’re a video game company you could administer a much smaller focus group, since your audience is more specific, ages 14-25, male.
Typically, you would use a focus group to receive feedback on the following:
- A new product/idea
- An added feature on the current product
- Improvements made to an existing product
- TV or Radio Commercial
- Re-design or Re-Branding of the Company’s Image
The point of the focus group is to make sure you make any adjustments necessary before going public and spending a large investment on advertising. By having a sample of your target market, it will allow you to better understand how your audience will accept the product (idea, or changes) on a larger scale.
There are advertising agencies that specialize in providing these types of focus groups. The cost of a focus group greatly depends on the size of the study and extensiveness of the results that are requesting. In the end, the information gained will be used to make a positive impact on your specific market.