As part of their academic program, our Communication students at EBS Montpellier had the opportunity to take on roles in engaging role-playing scenarios, featuring curious consumers and determined investigators. This immersive experience allowed our future marketing professionals to dive into the world of focus groups and acquire valuable skills to better understand consumer needs.
UNDERSTANDING FOCUS GROUPS Focus groups are widely used marketing research methods to gather information about consumer attitudes, opinions, and preferences. They provide valuable insights into potential customer reactions to products, services, or ideas, enabling businesses to make informed decisions.
STUDENTS’ HANDS-ON EXPERIENCE During this workshop, our students were divided into groups and had the opportunity to play two crucial roles: consumers and investigators. Consumers were encouraged to express their opinions, ask questions, and share their thoughts, while investigators had to guide the discussion, ask relevant questions, and take detailed notes.
This exercise allowed students to develop essential skills such as active listening, effective communication, and qualitative data analysis. Moreover, they learned to manage group dynamics within focus groups, a crucial aspect of this research method.
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