Group-based market research
Group based research is popular with advertising agencies, who present the group with a variety of adverts and marketing messages to see which have greatest and most favourable impact. They may also use focus groups to monitor changes in public attitudes, opinions and tastes. These groups are now also popular with political parties. The focus group might only be called together for a short time or for a series of meetings. Participants are introduced to a general area of concern, such as 'organic foods' and then the discussion is' focused down' to the issue the researcher really wants to know about. What are your impressions of our new organic vegetable range?
A long-term method for following swings in public opinions, tastes and fashion is to form a tracking group. The personnel of these remain the same for quite a long period of time and so their opinions can be 'tracked' over some period of time and changes noted. Food producers use these quite frequently, as the market is dynamic.