Alison Chaltas

BrainTrust Query: Death of the Focus Group

February 17, 2011

FROM RETAILWIRE:
Consumer research often attempts to predict future consumer behavior but the reality is that consumers very often say things that don't correspond at all to what they eventually do in-store. How may mobile technologies and in-store technologies transform consumer and shopper research?      [more...]

In our uber-connected individualist world, the role of live focus groups is changing. No longer are they the only way to speak with shoppers. We've gotten fantastic insights from 1:1 communication ranging from in-store ethnography to mobile text messaging vehicles. Virtual shops can be combined with e-intercepts to probe shoppers about the whys. Improved computer graphics, consumer comfort with technology and faster upload times makes it easier to probe the softer side on line.

All that said, there is a nuance that we've yet to seen felt better than through group dialogue. That dialogue just might happen in different ways--small groups walking stores, shoppers doing independent store visits and keeping diaries to then share in a blog, and of course ongoing online communities that really are high tech, longitudinal focus groups. Yes, there are more toys in the toybox but we still play with our old favorite focus groups often.