Quantitative focus groups

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Small sample segmentation

Perceptions persist that using segmentation to solve marketing issues is expensive and requires large samples. But for ten years we’ve used segmentation in our Quantitative Focus Groups to solve some of the problems inherent with focus groups.

Get more out of groups

After a focus group you still don’t have an objective measure of how important the issues are to each of the respondents. Nor do you know which issues are most important. It is also impossible to objectively compare one focus group to another.

Organizing issues

We solve all these problems by using multivariate techniques to compare and organize the issues discussed in a group. By having all respondents

rank order the issues discussed, we determine segments that feel differently about those issues.

Objective measures

You get objective insights into how each respondent feels about each issue versus all other issues. In addition, we determine how each respondent feels about an issue relative to all the other respondents in the groups. We compare respondents within and across all groups by segment. In this way, groups, whether done nationally or internationally, can be compared.

Forms a basis

We do not project the size of the segments generated by our Quantitative Focus Groups onto larger populations. Our small sample segmentations are, however, often used as a basis for larger projectable quantitative studies.


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