Consumer Study

Step 2

After conducting the market studies by distributing questionnaire.

We have collected general information from the public.

Now we need to take our second step to search deeper and collect deeper, more details information about what the consumers wants.

The purpose of the consumer study is to collect qualitative information, differ from market study which collects quantitative information by compiling the frequency of answer choose by consumers. Consumers study gathers the key words that express the consumer thoughts by asking open-ended questions without standardize answer. The are many ways to conduct the consumer study, for example personal interview, focus group, questionnaire, etc.

Read more: http://www.consumerpsychologist.com/cb_Research_Methods.html 

We conducted focus group to collect information for our consumers study. The reason for us to choose focus group is because it is the most economical and fastest way to collect deep information from the consumers, besides, throughout the interactions between the participants we are able to collect connective information which not able to get in individual interviews. 

To conduct a focus group, first we need to know about the objective of this study then we need to come our with a questions scope to facilitate the focus group, and to ensure questions that we want to know is asked. In our questions scope, we have categorized them into symbolic study, eating pattern and purchasing behavior.

We have invited 34 university students or can be categories as age group 19-29 to join our focus group. The participants are chosen for a reason, which based on our market study, we found they are the ideal target consumers for new product, therefore their opinions and experience are very valuable for us.

After all the preparations, we finally starts our focus group.
In the first focus group, i was the host to facilitate the participants.
I was very nervous and not confident while hosting due to lack of experience, the situation of the focus group was quite awkward but somehow I manage to complete the focus group.
After the first experience, i have tried to improve what i am lacking such as they way of asking questions and controlling the situation.