As part of the studies preliminary to the launch of a product, a service or a brand, Junior ESSEC was led to organize Focus Groups with a selection of participants according to criteria chosen with the client.
A Focus Group is generally composed of 5 to 8 people gathered together to exchange their opinions during several hours on a chosen topic. The two Project Leaders in charge of the study frame this meeting. They make sure to:
This qualitative method is particularly recommended while designing a product or a brand. It forces participants from different backgrounds, socio-economic categories, ages and viewpoints to ponder on a product/service/brand and try to make the most of their teamwork. It fosters innovation and can bring out totally new ideas.
This methodology generally comes as a complement for a positioning study or a study preliminary to a product, service or brand launch.