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Jackson Small Business Support Center
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Focus Groups Conducted by JSBSC
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A Focus Group is basically a dynamic group interview of up to 12 people who share common interests and or similar backgrounds. Focus Groups are used as a means to evaluate services and to develop new product or customer service approaches.
A Focus Group follows a structured process, but uses very open ended interview questions to stimulate discussion by the members of the focus group as they evaluate services and or generate ideas.
For example we may be seeking to better serve the female clothing and gift shoppers from the Mid-Michigan area that are between 35 and 55 years of age.
We would be seeking to:
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- Learn more about the shopping desires and patterns of this group of shoppers and
- Obtain feedback on the merchant's existing products, services and store operation
- Learn more about how to attract this group of shoppers to the merchant's store - initially and on a repeated bases
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