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Focus groups: You don't know until you ask
Think you know how your customers and prospects think? Many managers simply assume they know, and then proceed to make big, expensive decisions based on their assumptions. Big, expensive mistake!
The only REAL way to find out how your customers and prospects think is to ask them! Seems easy enough but an astonishing number of businesses skip this essential step and move right into 'we need a brochure.'
That's where focus groups come in. Focus groups aren't just for big companies with lots of money to spend on research. They can be done for any business, without spending a lot of money, and can provide invaluable information you just can't get anywhere else.
Focus groups typically will include 6-12 people, carefully chosen to be sure they are in your target audience. You should use an outside person to conduct the focus group so that the group will be more comfortable answering honestly.Your questions must be carefully written so as not to bias the group's answers.
Then (here's the key) you must pay attention to their feedback! Even though focus group answers can't be generalized across your audience, you will receive indepth information about how the people who are important to you make buying decisions. To paraphrase the credit card ad ... that information is priceless.
Client Profile: Kingfisher Regional Hospital
Kingfisher Regional Hospital has been a client of 20 Hats and its partners since 2003.
The hospital's goal is to increase awareness among county residents about the services offered at the hospital so that residents will choose to use their local physicians and the hospital more often.
20 Hats provided KFR with customer research and a detailed marketing plan, which we are now implementing. This plan includes everything from a new logo and slogan to newsletters, Web site content, advertising, community relations and ongoing consulting.
"Since arriving in Kingfisher, it has been obvious that the community did not have a good awareness of what the hospital provides for the community," said Damon Benson, CEO at Kingfisher Regional. "20 Hats has put together a terrific program to educate our community on the great services the community has 'right here at home.' "
It's internship time!
20 Hats is looking to fill its spring and summer internship positions.
Our college intern program is one of the best in the area. It is designed specifically for advanced communications students who have had previous internships who are ready for a rigorous 'real-life' internship before graduation.
We only take interns who are serious about their work and their future. In return, our interns get attention from professionals who are serious about providing them with a great real-life experience, plus they get portfolio pieces, interviewing advice and much more.
For more information,
click here.
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