Focus Groups in Market Research

Qualitative research is often used by marketers to develop new brand positionings. This case illustrates how two sequentially applied qualitative approaches were used to generate positionings for a pet food brand. The methods included psychologically oriented focus groups and anthropologically informed ethnographies. When implemented independently by a single market research company, the two approaches inspired highly distinctive brand positionings. The focus groups sparked a positioning on the resolution of cognitive dissonance; the ethnographies spawned a positioning that entailed a re-conceptualization of the pet food category as a means to elevate the brand. The case concludes by considering the merits and limitations of the methods and the interdisciplinary approach overall. This research design may have promise for marketing practitioners and academics, and for consumer anthropologists in particular who have concerns that mixed qualitative methods can compromise anthropology’s discipline-specific strengths.

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Selling the JUBILEE Project: issues arising from a methodology

Library and Information Research ◽

10.29173/lirg132 ◽

2009 ◽

Vol 26 (83) ◽

pp. 27-35

Author(s):

Pat Gannon-Leary ◽

Linda Banwell ◽

Sue Childs

Keyword(s):

Focus Groups ◽

Market Research ◽

Negative Attitude ◽

Key Points ◽

Academic Researchers ◽

Sales Pitch

This article, inspired by JUBILEE project fieldwork, is influenced by van Leeuwen and Leeuw's work on the growing negative attitude towards market research. While the JUBILEE team, as academic researchers, were not making a sales pitch, they were trying to sell the project to putative participants. Issues discussed include length - and degree of difficulty - of questionnaire; how to sell a questionnaire; and how to identify key prospects for interviews and focus groups. Through the experiences gained, the JUBILEE researchers were able to identify key points of good fieldwork practice in relation to the issues discussed.

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Welcoming People with Mental Health Problems into Mainstream Market Research

International Journal of Market Research ◽

10.2501/ijmr-53-6-737-748 ◽

2011 ◽

Vol 53 (6) ◽

pp. 737-748 ◽

Cited By ~ 2

Author(s):

Ruth Stevenson

Keyword(s):

Mental Health ◽

Qualitative Research ◽

Focus Groups ◽

Market Research ◽

Best Practice ◽

Mental Health Problems ◽

Health Problems ◽

Research Projects ◽

High Quality ◽

Health Related

As an agency-trained researcher, the two years I spent as Head of Research at a mental health charity opened my eyes to the fact that mental health problems are ‘invisible’ and widespread, and that people with mental health problems regularly face exclusion. During this time I conducted many research projects among people with mental health problems, usually about mental health-related issues and services, through which I responded to feedback and constantly amended my approach to ensure that I was providing a high-quality and inclusive research environment. My attention was also drawn to the fact that many people with mental health problems are also consumers of mainstream products and services, and therefore form a notable proportion of the population of participants involved with mainstream research projects. In this article I will discuss ‘best practice’ ways in which mental health problems should be considered when conducting mainstream qualitative research projects, and focus groups in particular.

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A Statewide Assessment of Attitudes, Beliefs, and Behaviors among Blacks toward Donation

Journal of Transplant Coordination ◽

10.1177/090591999800800106 ◽

1998 ◽

Vol 8 (1) ◽

pp. 25-29 ◽

Cited By ~ 1

Author(s):

Mary Anne Park

Keyword(s):

Focus Groups ◽

Black Community ◽

Cultural Sensitivity ◽

Market Research ◽

Telephone Survey ◽

Medical Community ◽

Religious Issues ◽

Donation Process ◽

Statewide Assessment ◽

And Behaviors

This study is part of a developing statewide campaign to increase donation in the black community. Focus groups were conducted to validate information obtained from a market research firm's telephone survey. Among those surveyed, 86.6% indicated they were in favor of donation; 13.4% indicated they were not. The most common reasons for opposition were religious issues and unfamiliarity with the donation process. Among those who were in favor of donation, 65% were somewhat likely and very likely to donate; 74% were somewhat likely and very likely to give consent for donation of a loved one's organs. When asked where they would expect to learn about donation, respondents overwhelmingly chose the medical community. Respondents also listed cultural sensitivity as a criterion for choosing who would handle the donation request. A campaign to address identified issues has been developed and will be implemented statewide.

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