Client and prospective client feedback is essential to good marketing planning and business development.
Focus groups are facilitated, group discussions directed to aspects and issues of interest.
They can be an excellent forum for research on issues like:
- your client constituencies - how you're seen, where your client's "pigeonhole" you and your firm, and what differentiates you from others
- market expectations and demands - what matters most, what matters little, and opportunities for positive differentiation
- understanding what you deliver especially well, or otherwise
- your competitive positioning - where you stand apropos competition
- effectiveness of your communications - communication between you and the world determines your positioning and your reputation
- messages that you are sending to the market - how consistent and cohesive ?
- your performance - how does it rate and where it should improve
- your brand and reputation - are they moving in the direction you seek ?
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