"But if the software
goes down, my whole business would be paralyzed."
Category knowledge helps obtain additional insights |
| It’s important that the moderator
understand the client’s field of business. For example, when we conducted research
with business owners to discuss using an ASP model for accounting software (that is,
businesses would use the Internet to do their accounting), respondents were concerned that
if there were a problem with the service, their businesses would be paralyzed. On the spur
of the moment, the moderator brought up the point that the provider could have redundant
systems to pick up the slack when something went wrong, whereas, in a single business, if
the server is down, it's down. Respondents found this argument persuasive, so we learned
that this was an important point for the company's marketing communications.
More anecdotes (click on the quote to read
the anecdote):
"We don’t know what we have to say
to sway them. How do we turn prospects into customers?"
An unusual focus group technique yields results
"Talk
to the employees. But don’t tell me that they need to be paid more money."
Clarifying objectives with clients
"That
sounds like it came from the Iraqi Ministry of Information!"
Dealing with difficult respondents
"I
want to know what people think of our website – both how it works and also the
overall concept."
We came up with a hybrid methodology for more effective website
research |
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