Focus Groups

In this post, I am going to talk about a video I recently watched called “How to moderate a focus group”. A focus group is basically a demographically diverse group of people assembled to participate in a guided discussion about a particular product or service. So we can say that focus groups is a great way to get to know what our clients think about our product or service. This way companies are able to detect possible areas that need changes or improvements for the company to succeed.

The first step to create a focus group would be to identify the relevant participants for the focus group, to recruit the participants to come, arrange the logistics and developed the questions that the moderator is going to ask to the participants. Once all this has been done we can start with the Focus Group. It is important to have the room set up before everybody arrives (having their sits assigned, cameras and microphones ready and even some food and drinks for the participants). During the Focus Group, the moderator has the most important role. He is not only the one making the questions, he also needs to know how to make people who don’t talk a lot to get involved with the debate, and people who talk too much to make it shorter.

Once all the question have been asked, the next step is to conclude the focus group. We do it asking the participants what were the most important things that we talked about during the focus group. The moderator can also ask to the assistant if there is anything he/she thinks is one of the important points that they may need to discuss it in more detail. From this point on, we can consider the Focus Group to be over. Now is time for us to do the analisis and prepare the report for the focus group.

Some of the tips he provided to get ready for a focus group are to feel comfortable to each other and comfortable talking about it. It is essential to arrive early to make sure that everything is in place, get yourself mentally prepared focus on the experience and think about the kind of things that are going to take place, prove and ask for additional information and finally enjoy yourself with this experience. Some of the techniques que likes to use like “pause” to help everyone getting comfortable. Another one is the use of lists ( in this case he passed a card to every participant, than the moderator writes downs a large list with all the items, with this he can identify the most important ones), rating sheets (Writing words in a piece of paper is a quick way to get rapid feedback from the participants and the Thumps up or not. Another technique he mentioned is the Projection (identifying the company with an animal and explaining why).

Overall I think that the Focus group is a great way to get to know what your clients think about your company or product. It is very direct and people are usually honest about it. So I would say that a company can get a lot of meaningful information out of a focus group, but I wouldn’t relay only on that. I would use a Focus group as a complement, because the amount of information that you are going to get is going to be very limited. On the other hand if you do an online survey, you might get the same answers you are looking for but from a lot more people. And here is when we have to decide between quality over quantity. I do believe that the some of the outcomes that you are going to get in a focus group, you can’t get them through an online survey.

 

Ferran Berga

BIG DATA

This week, we had the chance two watch a documentary about big data. Something that influences us more than what we think. My knowledge about big data before watching this documentary, was very basic. Even more, I wasn’t even aware of the 30% of the big data’s power. Every single thing that we do leaves a digital trace that can be later used. Big data is like footprints that we can collect and read. The biggest problem is that we have too much information, meaning that we have to be able to analyze and interpret all the amount of information that we have. Which at the same time is going to help us to solve more problems.

I would have never guessed that someone would use big data to figure out how a child learn new words. It was amazing how they figured out that it’s not about repetition, either it is about how many times a word is used in different contexts and places. This would be a great reason to change the way we study new languages or even new materials.

How a company can use big data to predict two days before that you are going to get depressed. That with a pattern behavior that they collect as big data and is later analyzed. They can even see how a change in your sleep, your meals, etc (your pattern) can influence if you are going to be depressed. They can even see patterns to figure out when someone is going to commit a crime.

We are going to get to a point where because of big data, someone is going to be able to anticipate where we are going or what we need. This is going to take big part in our decision making in the future. Boston has created a smart app that helps to make the traffic flow, thanks to all the users it can analyze how the roads are.

This video made me realize how important big data is and going to be in the future. The opportunity to be able to use all this information is going to change everything. Is going to make some companies stand out over other to become best in class. Is going to help create new growth opportunities. Companies will be able to analyze their consumers and identify their needs way before they even know. A great example is when target identified if a client was pregnant just because of her shopping list. Target used it to send them promotion codes and propaganda.

One of my favorite examples for big data is Mercedes. They just created “Mercedes me”, allowing their customers to have their own ID. With this they are creating a direct connection between their car and their smartphone, and between Mercedes and their clients at the same time. Through the collection of data they can know when a car needs service even before the customer does. This way they are giving their customers a high quality service.

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