Target Sarl organized, on Friday, September 15, 2021, a training on focus group moderation for its consultants and external collaborators. During this session led by Saleh Sikofu, Project Manager, the role of a moderator, its assets, and its required skills were defined.

A focus group is a form of research or a methodology for collecting qualitative data that aims to collect users' opinions on a product or a concept, find the answer to the attitudes adopted towards the said product, and understand their motivations. It is based on group dynamics during discussions to understand consumers' deep motivations in the market.

In marketing studies, the focus group allows companies to develop, test and discuss products, names, packaging materials, and packaging before marketing their products and services. This approach also allows for collecting information about the product's potential and positioning on the market and the public's reactions (motivations/barriers) to accept the product or the service.

This exercise occurs in a closed room (usually in a multi-purpose room) but can be conducted over the Internet. To do this, mechanisms and applications should be implemented to bring together the targeted consumers for discussion.

A moderator facilitates focus groups. The moderator exploits the group dynamics by directing the discussions according to the research themes and bringing all participants to give their opinions. The quality of the data collected by the focus group method depends on the exchanges the moderator manages to develop between the participants.

Those interested in this training document can contact the firm by email , +243820001403 +243970134454.

Thursday, October 21, 2021 - 11:15