Why Direct Mail & Focus Groups Don’t Mix

The Point

Recently, a client sent us results of a focus group they had conducted, results that included an evaluation of direct mail concepts we’re developing for one of their products. This reminded me of an article (below) on direct mail and focus groups that I wrote more than 10 years ago.

5 Focus Group Questions to Feed Your Content Marketing


Customer focus groups are moderated Q&A sessions with your customers, and as marketers know, they can serve as invaluable opportunities to test products and theories with your end users. So how can you make the most out of customer focus groups?

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Social listening drives traditional market research


Whether it is a focus group or a survey, market research gets answers to your questions. Once social media tells them what the right issues are, they formulate the right questions for focus groups and surveys. Photo credit: dmhoro.

What Facebook Graph Means to Marketing Intelligence

Sales Intelligence View

Many still rely on costly, time-consuming focus groups that don’t always gather accurate audience opinion.

Who’s Driving the Data Movement? Social Media Managers


At the end of the day, this group of people will drive results and progress for your brand. It’s this group of customers and audience where you want the strongest relationship. Id love to learn from your experience and opinion. Opinion Social Media Marketing

How to Develop Fresh Ideas for Your B2B Content Marketing Program

KoMarketing Associates

For these reasons, it’s important to consider whether your content focus is too narrow and what you can do to overcome stale articles, blogs, or other pieces that don’t drive (and keep) audience interest. Bring in new writers, guest bloggers, freelancers, or people from other departments to write content that offers more varied perspectives and opinions. Focus Groups. Because you are excited about your new product, you start to only focus on what’s new about it.

12 Benefits of Blogging for B2B Marketers

B2B Marketing Traction

Blog posts that include how-to information or provide insightful opinions about your industry serve your audience, create goodwill for your company, and move you away from just selling. Is blogging worth it for B2B marketers?

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Is Your B2B Marketing Valuing C2B?

KoMarketing Associates

Focus and Test Groups. If you have an engaged social media following or active email audience, using your followers as a test or focus group is a great way to implement the C2B mentality into your B2B marketing efforts.

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B2B market research – 10 unique features


The findings garnered from desk research can help to frame a good qualitative interview and a thorough focus group can help provide relevant answer options for a quantitative survey. Focus groups are rarer in qualitative B2B studies.

How Did We Do??!! How (Not) to Ruin the Customer Experience by Asking for Feedback


Not that the opinions of buyers didn’t matter ; of course, private enterprises have always thrived (or not) based on satisfying consumer desires. Companies for decades ran focus groups and test markets, and of course monitored sales success. We want your opinion!

How to save your content marketing strategy from self-destruction

Tomorrow People

Have an opinion and don’t be afraid to show it. You can even conduct customer surveys, questionnaires and focus groups to get detailed insights on the kind of content your audience needs and wants.

Social Business Intelligence: Wisdom from the Outside-In

Buzz Marketing for Technology

Social Business Intelligence is all about wisdom – the wisdom to listen, to interpret, and to act authentically and from the outside-in, displaying fidelity to the expressed wants and needs of the billion-plus consumers who offer opinions online.

The Definition of Market Research in 100 Words or Less


Qualitative research is concerned with public opinion, and explores how the market feels about the products currently available in that market. Focus Groups. The interviews, focus groups, and surveys are all sources of primary data.

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How Problematic Ads Get Approved (And Ways We Can Prevent Them)


From the first creative briefs to production of the final commercial, we went through rounds of focus groups, concept testing, collaborative meetings, and edits. It focused on the kitchen and the changing archetype of the American family.

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The five things most marketers get wrong about personas


Personas can be helpful in activating the right brain to really focus on communicating with real people, but only when personas actually resemble a small number of customer types. Here is what’s wrong with what I see smart folks doing with their personas: Opinions eat data.

Navigating the Communication Challenges of Associations

Eric Mower + Associates

One method an association can use to keep current with trends and perceptions is to host focus groups and send surveys to its members. Successful associations provide value to members through effective advocacy and leadership.

Tips for international B2B market research


Select the wrong methodology and participation rates may be low or real opinions hard to uncover. For example, some cultures have a strong preference for providing feedback one-to-one which means that focus groups aren’t a viable option. This means that focus should be on the relative position within each country and direct comparisons between countries need to be made with care. B2B organisations have always had a natural inclination to expand internationally.

Research Tips for B2B Marketing

MLT Creative

Why focus groups? Focus groups are an adaptable research tool that can be used to discover a multitude of things, from an assessment of a product, to its potential issues or weaknesses, or just the lay of the landscape and how the product fits into it.

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation

So what would happen if we focused on helping them do just that? Too many marketers rely on survey data or focus groups to tell them how customer’s think and feel, but that’s not enough. Focus on developing conversations, not campaigns.

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Use Industry Analysis to Deliver the Food the Dogs Want to Eat

Brandwatch Marketing

The most common ways to perform market research are surveys, user tests, focus groups, and interviews. But with all of these, you are (a) only getting a subset of the entire possible market and (b) only getting a subset of the opinions of that subset.

How B2B Marketers Can Profit From Social Media Monitoring

The Forward Observer

Here's how B2B companies can put social media monitoring to best use as outlined in a primer from Radian6 : Gauge the Health of Your Brand - On social media, people's opinions can be brutally honest. Collect Product Feedback - Social media supplies voluntary feedback and product reviews without the toil and cost of focus groups.

Tips for international B2B market research


Select the wrong methodology and participation rates may be low or real opinions hard to uncover. For example, some cultures have a strong preference for providing feedback one-to-one which means that focus groups aren’t a viable option. This means that focus should be on the relative position within each country and direct comparisons between countries need to be made with care. B2B organisations have always had a natural inclination to expand internationally.

The Emotion found in Social Data

Buzz Marketing for Technology

Some might, but the vast majority of people who share content, post comments, or offer sentiments and opinions online do so because they are in what Andrew Jeavons of Survey Analytics calls “the point of emotion.” Let’s be clear.

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10 Unintentional Intent Signal Mistakes to Avoid, Part One


Just a decade ago, marketers were limited to elementary research options such as focus groups, brand studies, surveys and anecdotal “evidence”. In this instance, are the opinions of potential prospects indicative of intent? Let’s face it, we’ve all done it.

5 Itchy Reasons Why You’re Blowing Your Advertising Budget


A worryingly common pitfall in the world of advertising stems from decision-makers acting as their focus group. Advertising is a job that’s heavily focused on providing audiences with visuals and messages.

The 15 Best LinkedIn Pulse Articles On Marketing

Marketing Insider Group

And no business is too small to succeed if it has innovative products and a strong focus on customers. He suggests businesses should focus on defining their vision , creating a culture of empathy and having the courage to challenge the status quo.

The Pendulum Audience: Brand Marketing Lessons in Institutional Trust

Content Standard

Public opinion of “authority” in the financial space shifted. For brands that operate in a space where audience opinion can swing from one extreme to another, there are a number of ways to protect your brand marketing.

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Target Market Research for the Professional Services

Hinge Marketing

Our focus will be on the professional services, but the principals apply more broadly to B2B marketing. A target market is a group of potential clients that you wish to sell your services to. Let’s start with the scenario where you already have a group of clients.

Why Understanding Your Audience Is the Key to a Great Buyer’s Guide (Part 2 of 5)


Perhaps they’ve neglected their buyer’s guides and instead spent too much time cozying up to mattress bloggers and potentially dubious opinion makers. Focus on the feedback. However, if I put that same person in a group of three or more people, they would start to tear apart the design.

Do you really know your B2B customers?

MLT Creative

During the recent Photoshop World in Orlando, I was selected to be part of a small focus group of alumni members for a discussion about their membership publication, Photoshop User. I sent back my responses and, in a few days, was notified that I had been selected for the focus group.

How to use social media crowdsourcing effectively

Sprout Social

Thousands of people responded with their opinions and gave suggestions on how the streaming platform can better promote shows. An advantage of reaching out to your social media audience is that the group that will respond are typically some of your most engaged followers and users.

Let the market view in


They have a point of view, are comfortable with their perspective and only accept information that confirms their opinions. Definitely use social tools, but also consider controlled experiments, well designed surveys, focus groups or depth interviews.

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The Future of Marketing 2020 & Beyond: Trends to Watch


In our recent webinar, The Future is Now: SEO 2020 And Beyond, the two titans of SEO shared their opinions on some of the most pressing questions facing marketers today. Are you ready for 2020—and beyond?

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Over time, however, the market education function was largely assumed by research firms such as Gartner and Forrester, whose opinions carry greater credibility than self-publishers of white papers. Have Marketers Killed This B2B Golden Goose?

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What Every Managing Partner Needs to Know About B2B Research

Hinge Marketing

Our focus is on research suitable for business-to-business (B2B) situations that are the marketplace for most professional services firms. That means, contrary to popular opinion, we’re not entirely rational. Should you use in-depth interviews, online surveys or focus groups?

Mastering Social Media Analytics: An Interview with Ryan Sweeney of Ignite Social Media


In the description of your workshop, it states “the best focus group lives in the world of social media.” You would be doing your brand a disservice to ignore the opinions of those groups listed above.

Top 5 Tips of Market Research: How to Attract more Clients to Your Website?

Martech Advisor

The research involves feedback and opinion from consumers, which can be done in-house or by a third-party. It's usually done via product testing, focus groups, and surveys.