Focus Group Moderator Process

Our Structured Strategic Thinking® marketing process is our strategic way of analyzing your market and business. But it is not a pre-designed methodology that is static and unchangeable. We tailor-make our projects to meet your specific needs. But in general, our process adheres to the following pattern:

Business Brand Analysis

We start by analyzing all of the pertinent data that you have on your business. We study your market, the competition, your past research, and any other important information. We study any available data you may have on your competitors' advertising and marketing messages. Further, we identify key issues and hypothesize consumer rules, judgments, perceptions, motivations and beliefs about your brand/category to prove/disprove. This is done to ensure that we've uncovered every possible issue/scenario to probe.

Structured Focus

Once the brand information is assimilated, analyzed and synthesized, we create the "Structured Focus." Depending on the project, the Structured Focus may come in the form of an analytical document or in the form of the leader's Guide for qualitative research.

Market Research

The type of consumer qualitative research that we conduct depends on the project: focus groups, mini groups, one-on-ones, internet surveys, and so on. We place particular emphasis on understanding how the consumers perceive your business' category, and we identify purchase/use behavior, as well as the semi-conscious emotional connections and beliefs associated with the category. Then we probe consumers' perceptions about all aspects of your brand's product/service: product, price, positioning, image, competition, and so on.

Critical Factors

Following analysis and synthesis of the qualitative phase, we provide actionable direction to help you position your brand.