Consumer Research Expert Lis Calandrino on Focus Groups – Part 2 (15:09)
April 29, 2006—Lis Calandrino, Director of Consumer Research, Fabulous Floors magazine and focus group facilitator in the second part of a three-part series on focus groups talks about dealing with panelists of both genders and the techniques she calls upon to draw out information during focus group. Calandrino talks about the core information she often seeks during focus group sessions, such as what drives consumers to switch from one product to another or from one retailer to another and what causes consumers to be partial to a particular product, and what drives them want to buy a particular product. She talks about techniques used at gathering data and the methods used to interpret the data that has been collected. Also discussed is a joint venture between and Fabulous Floors and FloorRadio that will conduct consumer focus groups on behalf of retailers and suppliers.