How to use focus groups to gain a competitive edge

1. It's a fact

One day in 1884, William Lever overheard a customer asking for ‘some of that stinking soap’. Although shocked by her comment, Lever took note of her criticism, and began to experiment with different fragrances. Initially, he found that citronella oil gave the soap a pleasant smell. Experimentation with other oils eventually gained acceptance from soap users. The Lever empire was born.

Lever attributed his success to listening to his customers, especially those who told him things he would prefer not to hear. The same lesson applies today. By listening to our customers, clients, or staff, we can learn how to increase the appeal of our products or improve the way we do things.

We may not always be as fortunate as Lever who just happened to be nearby when his customer made that critical comment, but don’t despair; there are other ways such as surveys - and focus groups.

2. Quotable quote

Focus groups are ad hoc groups that are convened to discuss an issue. Good group facilitation and investigative probing skills are critical for conducting effective focus groups.

3. The room for businesspeople

When the Marriott hotel chain set out to design rooms suited to business travellers, senior management pulled together focus groups of businesspeople and asked them for a wish list.

High on the list of things that they wanted were more visible and accessible electrical outlets. For decades room designers had tried to hide ugly outlets or at least make them as inconspicuous as possible. …