Consumer Focus Groups

Fascinating stuff tonight. I won't go in to too many details, but I find it's so interesting to be "behind the glass" listeining to "real" customers.

I was talking with some co-workers who are with me here, and we decided that a lot of the value of the focus groups isn't getting the research report (although that's good), it's hearing the passion in the voices our customers, seeing their expressions, hearing their descriptions of what they think of our products, our marketing, our partners.

There were a few times when we were hearing the pain these guys experience that I wanted to go in and give someone a big hug, and tell them we're listening. As it is, they didn't know it was Microsoft doing the research, but we heard plenty of comments about our products and our channel partners.

I know after tonight's group my team here won't look at our customers quite the same. They're more human. More jaded, yet more vulnerable, and in some ways more trusting. And certainly more real.

If you have a small firm (or small group in a big company), or even if you own your own company, find a way to hear (really audibly hear) the voice of your customer. You can hire great facilitators like the guys from B/R/S Research, or any number of reputable companies. Or you can get together your own group from your own mailing lists and contacts. It only takes a handful (6 or 8), and as long as you can keep the conversation flowing, ask lots of open-ended questions, and get at what uour customers are thinking and feeling, you can do your own. And you'd be surprised at what you'll find out.