Many corporate communications executives believe that focus groups must be conducted by high-dollar research firms to be valuable. From my own experience, I can tell you that this is not the case.
Over the years, I have gained extremely useful data from focus groups that my communications teams have managed internally. I have moderated focus groups, compiled the information, analyzed it and issued recommendations to the CEO — all without spending a dime on outside consultants.
I admit that I haven’t always gone the inexpensive route. When it comes to major product launches, I generally turn to the specialists.
But when your budget doesn’t allow for that, take matters into your own hands. It’s better than whining that you don’t have a research budget.
For more info, you might wish to participate in the Ragan’s Teleseminar, “How to do focus-group research on a shoestring budget,” led by blogger Steve Crescenzo.
(Comic from WebFlyer.)
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