Management Consulting and Training - International Management Technologies, Inc.
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Courses > Conducting Focus Groups
-- Course Outline --
Just how do you find out what customers’ really want? Do you fully understand their answers? Simply by asking “what do you want” is the wrong question. Amazingly, we can ask three carefully worded questions that very predictably reveal customer expectations about a service or product’s function, features and intended outcome. This is important to promote innovation and avoid unintended customer conflict and misunderstanding. This workshop is designed to help your Focus Group uncover customer expectations that can be translated into success. You will use a unique set of Excel-based tools to guide, capture and organize findings.
Learn how to conduct a Focus Group:
- Determine your target product
- Identify the current and prospective customers of the target product. Name the specific end-users, brokers and fixers of the product.
- Collect customers’ prioritized desires for (and/or experiences with) a specific product which will direct improvements or new product development.
- Define focus group composition for each of the end-user characteristics prioritized.
- Ask the right questions to really hear what the customer is saying
- Enhance goodwill without inappropriately raising customer expectations that any specific action(s) will occur.
- Take the voice of the customer and put it to use in improving your product.
For more information about this course, contact us.
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