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headquarters: Cork, Ireland
who is Carbery?
what they do
leading producer of food ingredients
and cheeses
Ireland`s largest exporter of
cheese
visions & values
R&D
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cheese
who is Carbery?
nutritional ingredients
what they do
functional ingredients
visions & values
flavours
R&D
alcoholic drinks
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dedication to service
who is Carbery?
what they do
constant innovation
visions & values
loyality and commitment
R&D
flawless quality
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production capabilities
who is Carbery?
what they do
compatibility with existing product range
visions & values
marketing issues and
performance of similar products
in the marketplace
R&D
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What are the strengths and
weaknesses of focus-group
marketing research?
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Question 1
Focus Groups
Strengths
Weaknesses
9 useful for exploring ideas and
concepts
- highly subjective
9 provides useful information:
people's attitudes, behaviour and
preferences
9 group dynamics
- dominated by one or two
participants
- sample size
- need of adequate moderator
9 can obtain in-depth information
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This company chose to
comission a programme of
focus groups.
Given the aims of the company,
what other research tools
might it have used?
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Question 2
Carbery`s
research objectives
¾ evaluate customers` attitudes towards new
products
¾ identify marketing segments and develop a
demographic profile of the target customers
¾ obtain information on how best to promote the
product
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Question 2
Exploratory Research
Primary Research
Secondary Research
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Question 2
Secondary Research
o
o
o
o
Internal records
Past marketing research reports
Statistics
Newspapers, journals,...
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Question 2
Exploratory Research
Primary Research
Secondary Research
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Question 2
Primary Research
Qualitative Research
Observation
Consultating Experts
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Question 2
Qualitative Research
Focus Group
Depth Interviews
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Question 2
Depth interviews
Strengths
Weaknesses
9 complex questions
- Bias caused by the
interviewer
9 interaction
9 clear answers
- Small sample size
- Expensive
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Question 2
Primary Research
Qualitative Research
Observation
Consultating Experts
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Question 2
Observation
o Watching people what products they buy
o Video recording
o ETHNOGRAPHIC RESEARCH
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Design a guide for the
moderator / focus group
interviewer
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GUIDE
for the focus group moderator
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
General issues
General issues
target group: female, 20-55, middle-upper class,
married, full time employment, adenturous
buying habits
importance of brands
usage: snack, dish, sandwich, side dish, plates,...
prefered sort: blue vein cheese? Flavour focus!
healthy image: low fat, fitness, lucid
Introduction
Ground rules
Discussion
Closure
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Question 3
Introduction
Good afternoon ladies. My name is... and I will be
conducing you through this conversation. Thank you for
coming.
We are here today to talk about your experiences with new
CARBERY products.
It is important for us to get your perceptions of the layout,
image and taste, and to understand your needs, priorities
and attitudes when buying our products.
Relax and feel free to express your honest suggestions.
Your comment is our call, and leads to your comfort. Your
impressions are what matter.
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
Introduction
I will be tape recording the discussion. Everything is
confidential. If you want, respond to others, take your time
before answering my questions and don`t be ashamed of
changing your opinion during this session.
Now, lets start by everyone sharing their name, age, what
they do and where they usually shop...
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
Ground rules
General issues
Please talk one at a time in a voice as loud
as mine
Avoid side conversations with your
neighbours
We need to hear from everyone in the
course of the discussion, but you don`t
have to answer every question
Introduction
Ground rules
Discussion
Closure
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Question 3
Ground rules
General issues
Feel free to respond directly to
someone who has made a point. You
don`t have to address your comments
to me to get them on the table.
Don`t let the group sway you and have
the courage of your conviction
Introduction
Ground rules
Discussion
Closure
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Question 3
Discussion
1.
Do you sometimes try new
cheeses or do you rather stick with
favourite ones? Why?
2. Do you have any buying habits?
What are they?
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
Discussion
3.
4.
What do you pay attention to when
looking at cheese? Why?
How do you think about low fat
products?
General issues
Introduction
Ground rules
Discussion
Closure
5.
How much does price matter? Is
Carbery expensive?
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Question 3
Discussion
6. Is a cheese brand important for
you? Why? Why not?
7. What should Carbery change
about its actual products?
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
Discussion
8.
In which meals do you use cheese?
General issues
Introduction
9.
What sort of cheese do you buy the
most? Why?
Ground rules
Discussion
10. How do you store cheese? Boxes,
foil,... Would you like the original pack
to be resealable?
Closure
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Question 3
Discussion
11.
What do you like/dislike about our
flavour?
12. Do you know our new blue vein
cheese? What do you think about it?
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
Discussion
13. What would be the perfect
cheese for women? Taste?
Ingredients?
General issues
Introduction
Ground rules
Discussion
Closure
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Question 3
Discussion
14. Is there anything else you wish to
say or add to the conversation? Do
you have any further tips or
questions?
General issues
Introduction
Ground rules
Discussion
Closure
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Closure
It is natural that you are unique and your
thoughts and opinions differed. Thank you
very much for being patient and having spent
your time with me. Your time is very much
appreciated and your comments have been
very helpful.
General issues
Introduction
Ground rules
Discussion
Closure
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Thank you for your
attention
Sources:
¾David Jobber - Principles and practice of marketing (4th edition)
¾ www.carbery.com
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