Consumer Research Expert Lis Calandrino on Focus Groups – Part 3 (16:19)
April 29, 2006—Lis Calandrino, Director of Consumer Research, Fabulous Floors magazine and focus group facilitator in the final part of a three-part series discusses preparing for a focus group, the process of knowing the client’s customer, defining the customer’s lifestyle, attitudes and mind-set as it relates to the purchase of non-flooring products and services and their attitudes about pricing and the value of things like warranties. Calandrino talks about setting session goals, responding to panelist’s input, making the session fun and promoting interaction among participants and how focus groups can be particularly productive for retailers large and small. Also discussed is the report that is commonly issued following a focus group.