People were asked to send in their idea for the best new potato chip flavor to compete for a million-dollar prize 6. They are our best advocates.” Frito-Layįrito-Lay, a PepsiCo company, wanted to increase their market share, so they decided to hold a contest for their customers. A Southwest representative was quoted as saying that their employees: “…are delivering the message for Southwest on the ground. The company intranet, SWA Life, previews ad campaigns before they go live, in order to collect employee input. The airline uses technology to mine the suggestions and advice of their employees 5. Findfocus groups.com tv#Flight attendants have starred in Southwest commercials over the years, and recent TV commercials have featured baggage handlers as well. They go even further than Kraft in terms of tapping the potential of employees, by using them in advertisements. Southwest holds regular focus groups with employees to find out what their customers seem to like and what their top complaints are. Kraft also utilizes consumer focus groups such as the “Idea Café” 4 that gathers 50 customers at a time to work with moderators to develop and fine-tune marketing for the company. Besides giving the company valuable marketing research results, the initiative enables employees to make a difference with their opinions. Today, 2,000 employees use an app called FOODii that allows them to input ideas for new Kraft products. In the past, employees were encouraged to use Kraft’s own social networking platform, Big Talk Online 3, to share in the decision making of the company through moderated group discussions. Like most Americans, employees are well-aware of the Kraft Foods brand (even before becoming workers), giving the company a valuable starting point. Kraft Foodsīig companies like Kraft Foods have tapped their large pool of employees to create focus groups designed to improve their marketing. The children’s reactions and comments about the merchandise provide invaluable help in making marketing decisions. Findfocus groups.com series#In addition, Disney also gets feedback about ongoing TV series and opinions on the “after-marketing”, or the sale of Disney-themed toys and videos. The goal of these focus groups is to discover what kind of characters the “toddler-to-kindergartner crowd” likes. In exchange, the schools receive donations and the children receive Disney stickers for their participation. They accomplished this by partnering with preschools and primary schools near the company headquarters in Los Angeles. Disneyĭisney has established regular “kid-centric” focus groups consisting of preschoolers and young children. Using this feedback, they came up with the idea behind Twitter – a streamlined platform for people to share articles, entertainment, news and opinions in 140 characters or less (though this was raised to 280 characters in 2018). They discovered that the number one complaint was that the news feed was too cluttered and difficult to keep up with. 1 They began by using focus groups to find out what Facebook users were dissatisfied with when using the platform. Stone and Williams engaged in market research to find out what tech users were looking for in social networks. They were beaten to the market by Apple, which released podcast capability through iTunes that same year, but they refused to give up. Founders Biz Stone and Evan Williams recognized the potential of podcasts to take off in popularity, and wanted to build a platform that revolved around them. Today’s Twitter is a big pivot from what was originally a platform for sharing podcasts. Here are some major companies who have utilized focus groups in ways that had a big impact on their business. Some of the largest companies in the United States have used focus groups to significantly improve their products and increase their market share. One way to do this is to bring together a focus group of customers willing to provide their suggestions. What are a customers’ needs and desires? How is the competition attracting their attention? Market research can help companies satisfy consumer needs and wants by examining their customer’s purchasing habits, and feedback about products, including perceptions about value.
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