Assess Needs & Problems
Assess the needs of your company and define the focus group research objectives. Based on the initial data, we plan our groups for maximum insights.
Focus Sessions
MKOR's team goes in full throttle and starts collecting the most relevant data based on our initial objectives. You'll always receive accurate, actionable information, regardless of your niche.
Deliver Results
We stand by the findings of our research and we guarantee their data. Our reports are easy to read and offer practical, actionable insights for healthy business growth.
How do we define focus groups?
A focus group is a qualitative research tool, that will help you explore customers ideas, thoughts or reactions.
The focus-group is a common research method that too often is being employed for unsuitable research studies. We like to believe that MKOR makes good “qualitative research”, due to the results we obtain, as well as due to the methods we use (specifically to qualitative studies – focus-group or interviews).
What is a focus-group?
“A focus-group is probably the most used form of qualitative research, where a group of persons (preferably between 8 and 15 persons) express their opinions and attitudes regarding a certain product, service, company, package, design.”
The participants are free to express themselves, and the discussion is assisted / watched by a moderator. Focus-groups are a great tool to receive feedback from the public.
This research method has the following advantages:
- The possibility to see and analyse facial expression and body language;
- Information, such as social background, can be drawn out of language collocations used;
- Gives you information that are harder to obtain with other methods;
This method also has disadvantages:
- Small / unrepresentative samples;
- Artificial environment;
- Does not assure anonymity;
- The group can be potentially influenced..
Why should you use focus groups for research?
Here are some relevant reasons to use this method, in order to obtain maximum results.
- The focus-group is suitable if you want to explore customer’s attitudes, perceptions and motivations;
- You can use it in order to understand why the customers react in a certain way when they get in touch with a product, service, advertising message;
- It is suitable if you want to obtain feedback about the product’s design, like packaging, brand;
- It is recommended for deciding what variables you should study further from a quantitative perspective.
Here’s when you shouldn’t employ a focus group consultant
A focus-group is not suitable for making final decision regarding a product or service, to segment the market, to describe the consumer’s profile or to measure efficiency and notoriety. In the first place, you should document this decisions using a qualitative method (focus-group for example), followed by a quantitative method (with a representative number of respondents).
Focus-groups are useful for exploration and orientation, but they will not give you an actual final response. They have to be followed by a quantitative study in order to be valid.
When should you conduct focus groups?
Usually, focus-groups are used for:
- Development studies of new products in order to obtain customer’s reaction regarding a new concept or prototype, thus identifying strengths and weaknesses which help improve the product and offer a starting point for quantitative researches.
- Positioning studies to communicate effectively with your targeted audience about the product, service or brand.
- Customer behavior studies to collect preliminary data about how customers use certain products, prior to initiating a qualitative research.
- Visual element analysis to identify strengths and weaknesses of different elements in the design phase. These results have to be validated with a quantitative research.
- Determining attitudes that customers have regarding a certain product, service or brand.
- Advertising assessment to give information about the efficiency that an advertising material could have.
- Promotional offers assessment to measure the consumers interest and to obtain suggestions or information that can be used to improve them.
- Finding ideas for developing new products or to change already existing products.
- Determining employee’s attitudes and motivations regarding the company they work for and finding new solutions for improving the employee – employer relationship.
In all the mentioned above domains, focus-groups should be validated by a quantitative research. Decisions should not be made taking in considerations only the focus-group results.
Keep in mind that you shouldn’t rely on a single group, and you should have more sessions with several groups, in order to obtain a variety of answers that you’ll be measuring in the quantitative stage.
MKOR Consulting has a wide experience in qualitative research area, as well as in quantitative ones. If you need to research your target market or consultancy in this domain, do not hesitate to contact us!
Our focus group clients love working with a dedicated professional research team
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Recent focus group research projects
Read some stories from our research portfolio to get an idea of what we've worked on. We can take on any kind of assessment project, in every business niche (just as long as you want to conduct the focus group in Romania).
Feeling stuck? Take a look at previous projects and see what our clients said about working with us
MKOR has conducted lots of focus groups across many industries. Our research findings have led to stable growth, defining better business processes, increases in product satisfaction by all of our clients. Our portfolio showcases a few of the projects that we've worked on, feel free to take a closer look, we've prepared a small description for all of them.
In many companies, focus groups research are either conducted by their own marketing or research department or by generalist market research firms. Internally-managed programs can be effective, but most companies lack the specialized expertise that is required to produce optimal results.
Contact us to get more info about our focus group process, every use case is unique.
Clients love working with our agency
We love the professional manner in which you gain key information from our clients [for the case studies] and then translate them into useful materials. Congratulations and best of luck!Oana Moldovan, Marketing Manager at Beck et al. Services
Thank you for your commitmentand expediency in responding to our request. Your work is very useful for the enterprise's launch on the market, and through the results you've delivered, we now understand the real needs of our customers and we can adapt our marketing plan. Fine work and, at least for me, thrilling. Congratulations! The recommendations and conclusions of the study VERY USEFUL.Mihail Apostolescu, President of Apicola Prahova Valley, winner of OMV Petrom’s national entrepreneurship contest, Țara lui Andrei
We started working with MKOR in 2016 and we continued to develop new projects together ever since. Over the last few years, we have conducted together some of the most complex studies on the satisfaction of our clients and beneficiaries. We are delighted to have chosen working with MKOR, who have offered support from research design to final report delivery - in record time. I appreciate the openness and availability of MKOR consultants to understand business requirements and deliver projects in a timely manner to the expected quality.Andreea Gheorghiu, Head of Marketing at Edenred România
We had the pleasure of working with Corina and her team, and our collaboration on market research we conducted was very successful. We appreciate the professionalism and the commitment they have provided. We warmly recommend MKOR to all who need quality research services.Alin Prunean, President at Sănătate Dulce (Sweet Health), winner of OMV Petrom’s national entrepreneurship contest, Țara lui Andrei
I express my appreciation for our collaboration with MKOR. The MKOR team, through the professionalism of its members, has always offered us support in choosing the best options and solutions for our specific requests related to market research services. I recommend MKOR as a professional and trustworthy collaborator and appreciate its quality services and the flexibility of the services offered that differentiate it in a favorable way from its competitors. Dragoș Pîslaru, Project Manager at GEA Strategy & Consulting (Civitta Romania)
The MKOR team is professional and dedicated to each project, regardless of its size. Throughout the research project, I worked very well with Corina and her team. Even when things got a bit difficult, the recommendations came proactively and the target was overcome. Thank you and I warmly recommend your services!Simona Mincu, Marketing Manager Intrum România
We have already conducted two successful projects with MKOR. The first, where they helped us assess the market potential for the employment force in five different Romanian cities, with the goal of opening a local contact centre. Following it, we have opened two contact centres, in Bucharest and Cluj-Napoca. The second project consisted in a complex market assessment (macro-economic, available infrastructure, raw-materials and human resources) with the goal of us launching a new furniture manufacturing plant in Romania. I kindly recommend MKOR team for any project in the market research field, they are true professionals!Corina Nicolau, Country Manager of VidaXL Romania
The collaboration with MKOR on the quantitative market study we conducted was close and constructive. We have worked closely to meet our goals and have managed to achieve the best results. We cordially recommend the MKOR services and we will continue to work together on future research projects.Ivona Babarelu, Marketing Manager at Clever Taxi
We have collaborated with the MKOR team in a project that consisted in surveying our clients’ perceptions and satisfaction level. It was a wonderful project, that we enjoyed. We learned a great deal of new things from our collaborators and we appreciate them as very good in their practice. We kindly recommend their business, to everyone interested in growing through better customer satisfaction.Ramona Cuc, General Manager of Lunchbox
We are very pleased to recommend MKOR, which we consider to be one of the most professional players in the field. The delivered materials thoroughly met our requirements and demands, and the conclusions and recommendations were valuable and useful. During our collaboration we noticed the scrupulousness and seriousness of the team. The delivered materials were of good quality and the communication was clear and concise. We also admired the leadership of Corina Cimpoca, the company's manager.Dr. Claudiu Filip, Project Manager at INCDTIM Cluj-Napoca
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