How to Get Feedback Data You Can Use

I strongly suggest that your focus group concentrate on key areas of your catalog — e.g., creative, merchandise and offers — so you can get immediate reactions. Also, use the focus group as a way to discuss current and potential product lines that may be of interest to your buyers.

For example, have your moderator (the research director asking questions of focus group participants) probe into customers’ interest in possible new products while showing visual depictions of those items. Gather immediate reactions to new products and whether focus group participants would consider buying those items from you. A women’s apparel catalog that’s considering carrying a line of jewelry may ask for customer input regarding variety, styles, pricing and anticipated visual layouts. This is a great example of a business objective translated into a research objective.