Whether you need
information on customer preferences, shopping surveys,
or product marketing, focus groups provide the fastest
response times compared to other research methods.
Once you have identified your target and know what
information you need, a plan can be outlined and the
securing and screening of candidate members of the group
Moderators have the most important role since they
guide the group through discussions and write the summary
Some companies make an audiovisual record of the focus
group even though they attend the meeting and view from
behind a one-way panel. In many cases this serves as
a record of the proceedings but it can serve a greater
By editing the long video into a short presentation,
marketing has a more compelling tool for corporate presentations,
upper management can directly see and hear supporting
comments in a fraction of the time, and the video can
also be edited for employee training.
CHANNEL ONE has the expertise to produce these videos
by reviewing the original tapes while working with the
moderator and marketing liaison to ensure supportable
statements exists for a consistent presentation.