Consumer Research Expert Lis Calandrino on Focus Groups – Part 1 (12:51)
April 29, 2006—Lis Calandrino, Director of Consumer Research, Fabulous Floors magazine and focus group facilitator, in the first part of a three-part series, discusses the basics of focus group and how they’re conducted. Calandrino shares some of the extraordinary information she has gathered from floor covering consumers during focus group sessions and some of the comments panelists have made about floor covering products, programs and merchandising as well some of the reactions consumers have made to the condition of retail stores and to retail sales people. She also talks about the process of actually fulfilling consumer wants and an upcoming joint venture between and Fabulous Floors and FloorRadio that will conduct consumer focus groups on behalf of retailers and suppliers.