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Posted on Sunday, January 08, 2012 11:06 AM
Believe me when I tell you that there is huge difference in the
quality of insight from a children's group in inverse proportion to the
number!
Let's remember why we are running a focus group as opposed to any of these options:
- sending out product with a questionnaire to complete
- running a Hall test
- putting questions on an Omnibus survey
- asking kids in a store
What we want and need from a focus group isinsight.
This means we want them to have time to listen to each other,
understand what has been said, decide what they think and respond. |
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Posted on Thursday, December 29, 2011 10:02 AM
Whether as a client-side Consumer Insight Manager on Baby Food for Numico's Global Marketing Team or as Kids Brands Europe working for clients in Children's TV, it has always been a dilemma; do we include stay at home dads in our mums' groups?
I have many friends who are 'stay at home dads' and do a fantastic job. Yes, certainly they are responsible for what goes in the lunch box, what children watch on TV, what they eat for tea and what toys and magazines are purchased. These factors would lead one to insist that dads be included in any market research being conducted on kids products or services. |
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Posted on Friday, December 09, 2011 2:55 PM
Provided by Judy Bartkowiak, owner of Kids Brands Europe, a
market research company specialising in researching with mums, children and
teenagers, and author of ‘Learn Market Research in a Week’ to be published by
Hodder in April 2012. 1.
Recruit children in pairs of friends so they
feel safe and relaxed. Recruit 8 for 6, more is chaos. 2.
Stick to just one or two school years max.
Children will be intimidated by those from higher school years. |
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Posted on Tuesday, November 15, 2011 10:52 AM
When
commissioning a Market Research Survey it is important to give your agency as
much information as possible. It may be tempting to hold back on some of the
political issues, diverging corporate views and other contentious issues but
unless the agency is fully in the picture, they cannot do the best job for you.
The agency should be working ‘with you’ rather than ‘for you’ as part of your
Marketing team. Give the agency the
following information as a minimum.
What has triggered the decision to conduct this
research? |
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Judy Bartkowiak: Posted on Sunday, July 31, 2011 8:50 AM
4.
WHAT IS BRAND LICENSING? Once you’ve
built a strong brand you will want to extend the range of products you sell to
increase your share of the market in that category or move into other
associated categories where you have production capability, trusted suppliers
and distribution channels already established. Customers
already trust you in this product category so not only will they want to buy
from you for convenience but also because your expertise is assumed in this
area. Extending
the brand into new product categories is called Brand Extension and usually
refers to the extension into new product categories where the manufacturer
doesn’t already have production facilities set up or distribution and category
expertise. |
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Judy Bartkowiak: Posted on Thursday, May 12, 2011 9:41 AM
As an NLP Master Practitioner and kids specialist I have
been using NLP techniques in my focus groups for many years. I want to share
these ideas with you and urge you to employ them too.
The map is not the territory A key NLP pillar is that how the world looks to us is not
the same as it is for our focus group respondents. Whilst we appear at the
venue armed with briefcase, armfuls of stimulus material that has been
painstakingly prepared and our ubiquitous laptop, our respondents live a very
different life. |
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Posted on Wednesday, December 15, 2010 5:05 PM
There are two types of Market Research,
Qualitative and Quantitative.
Qualitative Research comprises Focus
groups Individual
/ Paired / Trio depth interviews Accompanied
shopping In
home ethnography studies Main objectives of Qualitative Research
is to gain understanding of Your brand or
property |
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Judy Bartkowiak: Posted on Tuesday, October 05, 2010 10:33 AM
This is an update for those of you who know Kids Brands Europe - and there are many of you out there who do!
I took a break from Market Research in 2008 because I wanted to write. I did some Open University courses in Creative Writing, Advanced Creative writing and Children's Literature and I became a full time writer, copywriter, ghost writer, children's writer - you name it, I wrote it!
I suppose I had a dream of becoming a famous and excellent writer and indeed I have written a book that will be published in January by Hodder. |
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