FOCUS GROUPS

With focus groups, qualitative research replaces quantitative research. They are unstructured: the participants judge, express themselves, criticise. The results are often surprising, but oh so essential to the pre-test or post-test of a product, a service or a publicity campaign.

L'Observateur depends upon its expertise to moderate and analyse the results of a focus group. The most important ingredient of a focus group is the rapport that evolves between moderator and participants. This ingredient cannot be learned, but when the stakes and expectations are clear and well presented, it is intensely at play, and thanks to it, we can obtain the most information possible.

L'Observateur's team of moderators has become expert in focus group management. This has allowed many businesses to discover the strengths and weaknesses of a publicity campaign or of a product about to be marketed.

L'Observateur recruits, one by one, individually or at random, for each assignment with which it is entrusted. Therefore, there is no risk of encountering, in our meeting rooms, consumers who have become experts at reacting a certain way to ideas or to concepts. We prefer uninfluenced consumers, consumers who have their own opinions, and who can easily share it. All great ideas were once small, but well understood ideas!