When to use focus groups: Getting to the heart of what your customers think, and why

In my communications and PR work with various companies and organizations, I am always asking the question: “Do you know what your customers, stakeholders or employees really think, and why?”

Every time this question comes up, my next question often is, “Have you thought about doing focus groups?” For those that have never done focus groups, there’s often a list of reasons why they haven’t pursued it, and many times, the decision to not do focus groups is based on ignorance. They haven’t had the opportunity to see the value of spending the time and money, and the resulting benefit focus groups can bring.

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