Mass-Observation, Market Research, and the Birth of the Focus Group, 1937–1997

The study investigated the consumer behaviors, shopping patterns, and consumer satisfaction of female baby boomers. With a specific focus on the Canadian retail market, the study first surveyed women born between the years of 1946 and 1964 to obtain market research and data that will further aid in a smaller focus group. As boomers enter into their fifties and sixties, there is a growing disconnect between what a boomer wants and what is available to them on the market. The study provides strategies for product sourcing by determine what fit, fabrics, and styles of clothing that boomer women want, and whether or not they are satisfied with what is available to them on the market. The results are beneficial to both consumer and retailer in understanding clothing preferences. Keywords: Baby boomer, clothing, buying behavior

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Market Analysis of Apparel Preferences and Consumer Satisfaction of Female Baby Boomers in Canada

10.32920/ryerson.14655249 ◽

2021 ◽

Author(s):

Jenelle Sparado

Keyword(s):

Focus Group ◽

Baby Boomers ◽

Consumer Satisfaction ◽

Market Research ◽

Baby Boomer ◽

Market Analysis ◽

Retail Market ◽

Buying Behavior ◽

Consumer Behaviors ◽

Female Baby

The study investigated the consumer behaviors, shopping patterns, and consumer satisfaction of female baby boomers. With a specific focus on the Canadian retail market, the study first surveyed women born between the years of 1946 and 1964 to obtain market research and data that will further aid in a smaller focus group. As boomers enter into their fifties and sixties, there is a growing disconnect between what a boomer wants and what is available to them on the market. The study provides strategies for product sourcing by determine what fit, fabrics, and styles of clothing that boomer women want, and whether or not they are satisfied with what is available to them on the market. The results are beneficial to both consumer and retailer in understanding clothing preferences. Keywords: Baby boomer, clothing, buying behavior

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Focus Group Interviews: Exploratory Research in Introductory Marketing Classes

Journal of Marketing Education ◽

10.1177/027347538700900206 ◽

1987 ◽

Vol 9 (2) ◽

pp. 30-33 ◽

Cited By ~ 2

Author(s):

Ce Ce Iandoli ◽

Mary Cullinan

Keyword(s):

Focus Group ◽

Market Research ◽

Focus Group Interview ◽

Group Interview ◽

Exploratory Research ◽

Focus Group Interviews ◽

Short And Long Term ◽

Group Interviews

Involving marketing students in a focus group interview is an exciting way to introduce them to exploratory market research. In this article, the authors provide step-by-step procedures and a “script” that helps instructors organize the focus group and use it as a basis for short- and long-term projects.

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Kiro

Proceedings of the ACM on Human-Computer Interaction ◽

10.1145/3492852 ◽

2022 ◽

Vol 6 (GROUP) ◽

pp. 1-21

Author(s):

Ronda Ringfort-Felner ◽

Matthias Laschke ◽

Shadan Sadeghian ◽

Marc Hassenzahl

Keyword(s):

Focus Group ◽

Market Research ◽

Social Experiences ◽

Design Fiction ◽

Conversation Partner ◽

Research Type

Soon, voice assistants might be able to engage in fully-fledged social conversations with people, rather than merely providing a voice-operated interface to functionality and data. So far, not much is known about designing such "social" voice assistants and the potential social experiences, which could and should emerge in everyday situations. In the present paper, we created a design fiction to explore a sophisticated social voice assistant in the context of the car. Based on models from psychology and psychotherapy, we designed the fictional "virtual passenger" Kiro. We created a website for Kiro (http://www.heykiro.com/), distributed it, and collected responses in various ways (e.g., comments). We further ran a market research-type focus group. In general, we found people to accept Kiro as a conversation partner but not as a replacement for human-human conversations. We suggest designing social voice assistants in a way to enable novel types of socially fulfilling, yet distinct human-machine conversations.

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Het gebruik van online communities als een marktonderzoekstool

KWALON ◽

10.5117/2012.017.002.047 ◽

2012 ◽

Vol 17 (2) ◽

Author(s):

Marlies de Groot ◽

Durk Bosma

Keyword(s):

Focus Group ◽

Online Communities ◽

Market Research ◽

Body Language ◽

Research Tool ◽

Focus Group Discussions ◽

Group Discussions ◽

Advantages And Disadvantages ◽

Ethnographic Approach ◽

Interpretation Process

Using online communities as a market research tool Using online communities as a market research tool This article describes the methodological advantages and disadvantages regarding the use of online communities as a market research tool.The advantages include the facilitation of an ethnographic approach due to the use of multiple research methods, the anonymity of a virtual environment, and the effect of unconscious thought processing. This allows for greater insights into the life worlds of consumers. Nonetheless, there are also disadvantages. The lack of body language makes the interpretation process more difficult. In addition, there is also loss of respondent interaction, especially in comparison to traditional focus group discussions.

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