How To Use Market Research Groups Successfully

A market research group (sometimes called a 'focus group') is a small continuous group of people used for ongoing market research.

There are six key factors that should be in place for a market research group to work successfully:

1) The group should be willing to be part of the group. Sounds obvious, but you need 110% buy in from the group. You may want to incentivise the group to encourage them to take part regularly.

2) You should aim for a group size of 6 to 8 participants. This means you will need an ongoing pool of between 15 and 20 participants. From this pool, you can get your final group. A larger pool means that you can run the group even if most of the group don't attend.

3) The market research needs to be consistent. The same structure and questions need to be asked each time. The aim is to build up a profile of how things have changed over a period of time. If you change the questions, you will not be able to make a comparison to previous research.

4) You need to ask open and closed questions. An open question often leads to discussion and new avenues being explored whereas closed questions keep things focused and allow comparison to previous research.

5) You should be running the market research groups regularly. Whatever time period you choose, make sure that the groups meet at this time. Don't let things slip.

6) Use an expert to run your market research groups. You need the groups to be run well and to be unbiased. Any hint of the research being biased will reduce the overall effectiveness.

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market research groups leeds

Leeds is a major British city and the second city of Yorkshire. It is the urban core and administrative centre of the wider metropolitan borough of the City of Leeds.

During the Industrial Revolution, Leeds developed into a major industrial centre for the production and trade of wool, before emerging in the 20th century as a centre for commerce and higher education, being the location of the University of Leeds, Leeds Metropolitan University and Leeds Trinity and All Saints. Today the city is one of the largest financial and legal centres outside London.

Situated close to the UK's geographical centre, it benefits from good transport connections with the M1 running from Leeds to London, the M62 connecting Leeds with Manchester and the seaport cities of Hull and Liverpool, and the A1(M) for linking to the north. Leeds Bradford International Airport is one of the fastest growing regional UK airports, with over 450 weekly flights connecting the city to over 50 major European business and holiday destinations.

Leeds has an extensive and diverse range of shops and department stores, and has been described by the Lonely Planet guides as the 'Knightsbridge of the North'. The diverse range of shopping facilities, from individual one-off boutiques to large department stores, which notably include Harvey Nichols and Louis Vuitton outlets, has greatly expanded the Leeds retail base. The Victoria Quarter, several existing arcades connected together by roofing the entirety of Queen Victoria Street with stained glass, is located off Briggate, Leeds' main shopping street.

Leeds has a very large student population, resulting in a large number of pubs, bars, nightclubs and restaurants, as well as a multitude of venues for live music such as The Cockpit, New Roscoe, Joseph's Well, The Brudenell Social Club, The Faversham and The Wardrobe, which combine to generate a vibrant and nationally renowned nightlife.

Leeds has two universities, the University of Leeds, with around 31,500 full-time students (and a further 52,000 on short courses), and Leeds Metropolitan University with around 26,000 students.