Trade Show Marketing

Market Research:
Probing the Emotional Bond Between User & Product

Recently I had a discussion with a client regarding the introduction of a new product. The product is the outgrowth of years of frustration and dissatisfaction with existing products. It is also the brainchild of the owner of the company.

I was asked to prepare a market plan and was given "all the information I would need" to accomplish this not so simple task.

After pouring through piles of paper, from engineering reports to letters from the inventors friends, I noticed that there was something missing. No market studies.

I asked my client what made him think his product would be accepted by the marketplace. He promptly replied that he knew it would be grabbed up by the market because he had done his research. His research consisted of asking his employees, his family and a few close friends what they thought of the product. It did not come as a surprise to me that they had all assured him he had a "winner". This is not what I call market research.

Unfortunately, many companies take this approach when it comes to market research. I think this is true often with smaller companies who feel they cannot afford the time or the money to conduct proper research. They couldn't be more wrong. Sound market research is the base for a successful product launch.

If you are currently involved in the introduction of a new product or service, spend the time and money to ensure a successful venture.

One method of getting dependable information is to conduct a focus group: a small group of users representative of a given market who can help marketers hone in on their motives for buying various products or services. Groups usually consist of 10 to 15 people who are brought together to talk about the product or service in question. Most are highly structured to the extent there is a definite agenda, although they appear to be free-flowing to the participants.

A trained focus group leader is a must for accurate results. A good leader is in control of the session. They know what is to be accomplished and the correct path to follow. A good leader will be able to phrase the proper questions to ensure meaningful answers. A good leader should be able to help you select participants, set the tone of the session and structure the agenda for maximum results.

Focus groups should not be seen as a substitute for total market research. However, they can jump start your efforts if used properly:

Keep the session limited to only one topic. Have a clear idea of what you want to accomplish. Randomly select a true cross- section of your market for the group. Select a neutral setting Prepare questions that require more than a yes or no response... questions that provoke thought and discussion. Use a trained focus group leader if possible. If not find someone who can maintain an open mind and guide the discussion while probing to reveal the feelings of the group.

Once thought of as only a tool for large companies with big budgets, this research method has been gaining in popularity with smaller companies with lesser budgets because of the relative ease and quickness of obtaining accurate market feedback.

Focus groups are only small part of a responsible market research program, yet they can give you a head start and a solid base.