Turn-Key Focus Group Research

Understanding what’s inside the minds of customers, or prospective customers, is key to your overall success. One of the tools Hennerberg uses to get inside the mind of people is Focus Group research.

Hennerberg has been on both sides of the Focus Group room glass. His first exposure and use of Focus Groups was when he managed the Sesame Street Book Club in the 1980s. He later orchestrated Focus Groups for advertising agency clients, and today as a direct marketing consultant, he has managed and moderated Focus Groups for consumer and business-to-business clients ranging from food to magazine subscription research in cities from coast-to-coast.

His Focus Group facilitation experience includes:

• Discussion Guide Development. Hennerberg writes Discussion Guides so your customers or prospective customers are lead through a process to naturally bring their ideas to the surface.
• Focus Group Moderation. Hennerberg’s vast experience being in front of audiences as a speaker enables him to make people feel welcome, comfortable, and creates an encouraging atmosphere that fosters creative thinking.
• Follow-up Report. A comprehensive report is prepared that tells you what was said at the Focus Group. Most importantly, this report interprets the audience’s thinking into actionable marketing plans.
• Turn-Key Service. Through a network of facilities coast-to-coast, we are able to find a facility in a geography that makes sense for you. We work with those facilities to recruit your customers or prospective customers, rent the facility, and handle all other details required for a successful Focus Group.

His direct contact with customers or prospective customers gives him an intimate understanding of what makes people tick. As a direct mail and catalog advertising strategist and writer, he is able to translate the thinking of the target market into highly successful marketing initiatives.

Hennerberg’s Focus Group facilitation has enabled him to grow a consumer client’s business significantly. As moderator of a Focus Group for a food client, he has translated that direct face-to-face customer contact into strategies and copy that better sell the product. With that knowledge, Hennerberg was able to reposition the product and write the direct mail advertising package that beat the direct mail control by an incredible 67%.

His Focus Group facilitation has enabled a business-to-business client understand how competitor’s are attempting to steal business. Armed with that understanding, the client is now able to develop strategies that will confront that issue.

Another success story involves the demonstration of a client’s new Web site. The feedback and suggestions made by this client’s customers were instrumental to making the Web site more user-friendly. Moreover, the customers in the Focus Group were tremendously supportive of the new Web site and how they would be able to use it to order more products.

Focus Groups are a tremendous tool that will enable you to make better marketing choices. Gary Hennerberg’s experience will lead you through this process and provide you a stronger opportunity for marketing success.