Services > Market and Customer Research / Focus Groups / User Surveys

Description

Market research is the process of collecting and analyzing information about a product or service to be offered for sale in a particular market. This includes collecting information about the past, present and potential customers for the product or service.

While there are various approaches to market research, two primary methods include conducting focus groups and creating user surveys.

A focus group is a form of qualitative research where a group of people discuss their opinions about a product, service, idea, advertisement or packaging. Klein Research facilitates the discussion by presenting the topic and asking questions to solicit participants' attitudes and to explore specifics to understand what forms these attitudes. Focus groups are interactive and allow participants to talk with each other.

A user survey is a way to collect data from a large number of participants to explore their opinions about and use of a product or service. Surveys are most effective in understanding users' opinions and should not be the exclusive method in determining how users assess or interact with a product. Surveys can be conducted face-to-face, online, by email, mail, and/or telephone. We help clients determine the questions that can effectively be answered in a user survey, we phrase the questions in a way that does not bias the participant, and we conduct or implement the survey.

Number of participants

Focus groups usually range from eight to 15 participants. There is no set number for user surveys.

Deliverables

For focus groups, two findings reports are produced: the high-level summary of findings and the detailed results. Both reports summarize and analyze data gathered in the focus group. The detailed results document includes a set of recommendations for the product or system.

For user surveys, one findings report is produced, summarizing the data gathered in the survey. If applicable, the report includes a set of recommendations.

The findings reports are typically delivered in Word or PDF format. If requested, summarized findings and recommendations can be developed into a PowerPoint presentation.

Timeline

Klein Research can conduct a focus group in as few as ten business days after receiving a purchase commitment. In most cases, this lead time is directly related to the time required to reserve focus group lab space and to find and schedule appropriate participants. The time required to learn about the project, plan and develop the discussion guide, and facilitate the focus group can comprise as few as four to five business days.

A high-level summary of findings is available two to three business days after the focus group dates. A full set of findings, the detailed results document, (which includes participant comments, screenshots, and Klein Research's recommendations) is available ten business days after the focus group dates.

Klein Research can develop a user survey in as few as one to three business days after receiving a purchase commitment. The timeline for collection of data can vary depending on the survey's distribution method and the desired number of participants.