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Qualitative
research complements quantitative studies by providing a rich data set of why
consumers adopt a particular technology. Parks Associates' focus groups
deliver timely consumer data that provides clients with:
- Critical information at specific targeted consumer segments to answer the questions of why
and how consumers adopt particular technologies;
- The design of marketing messages; and
- Early feedback on potential product concepts and designs.
Questions or requests? For specific questions
regarding Focus Groups and their design, please contact
Kurt Scherf |
Our focus groups are designed, moderated, and analyzed by
Kurt Scherf, a Certified Focus Group Director (CFGD). Focus Group Format
Groups include 8-12 people, with a moderator
Clients have direct input in developing the Moderator's Guide
Focus
Group Analysis
Qualitative research
provides context to the numbers: how people use the
technology, how does it fit into their lives, and what marketing
messages appeal to them.
These data also help
operationalize important concepts such as "computer use,"
"high-end entertainment households," and "early adopters." |
