Monday, February 11, 2013
Want to Know What Goes on in a Focus Group?
Focus Groups are usually super-secret. Efforts are made to make sure no one from a competing station gets into one, to either munge the results, or to bring what was learned back to their own station.
The Globe's Chadd Finn somehow got insight into a recent WEEI focus group.
While the picture above is not of the WEEI focus group, it shows how they are typically set-up. People around a table, with a leader (working for a research company) looking for "unaided responses". Like the picture above, there is often a 2-way mirror, where executives from the product company (in this case the radio station) would sit and monitor the responses.
Much effort goes into making sure the invited guests/participants are part of the demographic group the company is trying to reach.
As is stated in the article, the people at the WEEI focus group were younger than one might have thought, obviously an effort by WEEI to learn what would bring younger listeners to WEEI and not WBZ-FM.
It is my understanding that WEEI has a (much?) older demographic that WBZ-FM. Probably due to their original position on AM?
(Let me know if this link gives you trouble.)
WEEI convenes focus group of Sport Hub listeners