Should You Use a Focus Group for Your Next Campaign?

by | Dec 18, 2019

Focus groups are planned discussions designed to help businesses and organizations gather opinions on specific topics, products, services, marketing strategies, and more. Focus groups are led by a moderator who helps keep the group on-task and get a deeper understanding of their opinions. Focus groups are an excellent tool for many kinds of research initiatives.


Deciding whether you should use a focus group for your next campaign or not, is a big decision that is influenced by several factors. Many businesses have never considered using a focus group for their next marketing campaign. Others are considering using focus groups, but they are unsure what the real benefits would be. This makes knowing the use and purpose of focus groups incredibly important. Knowing when and how to use a focus group for your next campaign is key to using them effectively. Like most other marketing strategies, there are times when a focus group can be helpful and times when it may be less useful. In this article, we will help you figure out when you should use a focus group for your ad campaigns and some of the potential benefits to your business.

When You Should Use a Focus Group

When You Need to Know More About Your Campaigns


You should consider using a focus group if you are trying to dive deep into a topic, product, service, or other important components of your business operation. Focus groups are especially useful for exploring topics that are seen as relevant during a larger, more quantitative research project. Focus groups work well for this because their goal is to help explain raw data. This gives you the interpretive key to understanding what your research means on the ground level.


Quantitative studies can identify issues and problems in your business model or product line. However, focus groups allow you to tease out these issues in a more detailed effort. This can generate deeper insights into problems and lead to new solutions. If your focus group audience is relevant to your business, this can give you a lot of information about how your audience will respond to your ad campaign.

When Preparing for Bigger Studies


You can also use focus groups to collect more information for future use, such as a survey in a quantitative study. Since focus groups are less expensive than quantitative studies, they can help you better prepare for that larger expense later on. Forming a focus group can be helpful if you are unsure about the right questions to ask your audience, how best to convey your message, or how well your message is currently coming across. A focus group will help you dig deeper to find information that shapes your survey questions and focus your areas of research.

When Testing New Campaign Materials


Another common use of focus groups is to test new marketing materials, especially against older ones. Knowing whether your materials resonate with your audience is key to successfully engaging them. This is true whether the audience consists of voters or customers. Marketing is less about what you say and more about what people see or hear. What matters most is how your target audience receives and interprets your marketing materials. While it would be great if business owners could read their customers’ minds, a focus group is the next best thing. Focus groups let you hear how your target audience views your brand, products, services, and ad campaigns. Having a clear picture of how you are viewed tells you how to improve your brand and your bottom line.

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