Focus Group Discussions

Objective

To probe in appreciable depth and detail the reasons underlying established attitudes towards the centre, focusing upon key groups of existing and potential customers.

Coverage

Establishment of the nature and strength of appreciation and attitudes towards the Centre overall, and specific key features of the ‘product offer’ and ‘tenant mix’ and the ‘service back-up’ operation in particular.

Methodology

An essentially qualitative and hence more diagnostic type of approach, involving a short series of focus groups, each comprising closely similar participants - some eight or so in total. Between four and eight groups in total are usually sufficient to elicit all the necessary information. The composition of each group is carefully controlled according to the subject matter under consideration and the precise target market characteristics of the individuals whose attitudes and opinions require to be elicited.

Data Presentation

Each focus group will be moderated by a skilled and experienced research executive who will also analyse the taped discussions in appreciable detail, and informally present the key findings to management – followed by the submission of a written report and recommendations.

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