

                           Focus Group Research

     [] This is optional for a business plan; however, if you have this
     information already, certainly include it with your plan!

     [] It is best to commission a qualified and experienced market research
     firm for this project, however, you can prepare thoroughly and conduct
     an effective Focus Group study yourself.

     [] Typically, a group of 8 to 15 people (from your target industry --
     engineers, buyers, customers) are gathered in a room with a moderator.

     [] You'll have to compensate them in some way -- it probably would take
     a half day of their time.

     [] The room should have a one-way mirror allowing for a video taping
     crew to record the entire event.

     [] The moderator will work with a list of questions prepared from the
     points highlighted below.

Purpose

The Focus Group Research Program will be conducted to discuss key concerns
and interests of XXX (department/industry) and managers in the area of
(department/industry/profession).  The data that is derived will help
(Company) refine its products/services and sales support systems to better
serve the XXX industry.

The results of the group sessions also will assist (Company) in focusing
issues for long range marketing, advertising and promotion plans.

It may appear that some of the information requested from this Focus Group
Study can be supplied by our sales force.  However, the salesperson's
information is not empirical to our customers' perspective.  There are a
number of customer profiles that need to be investigated, and we will
research and deliver a fully-rounded profile of the buyer and his peer group
in order to execute marketing based on sound, objective data.

Discussion Points

     [] Listing of key dynamic OEM's, dealers by group members (unaided --
     let them tell you without being prompted).

     [] Listing of key areas of concern by the group members (broad
     discussion points should include supplier reputation, technology,
     leadership, sales support, and technical support) in selecting a
     supplier.

     [] Merge lists (graphically on chart) having attendees rate/rank each
     manufacturer by the various attributes they've noted in step above.

     [] Probe attitudes as we go, focusing on (Company) and top
     competitors.

     [] Given key concerns as noted, what are the trade-offs?  Why do
     they tend to select one manufacturer over another?

     [] Have attendees define influences in the purchasing loop, their role
     and their relative influence and weight.  Also discuss the sales cycle
     -- steps, timing, how long it is likely to take before an order is
     placed.

     [] Where do the attendees (and others in the purchasing loop) get
     their information?  How does flow of information take place (trade
     shows, advertising, technical articles)?

     [] What type of information do they find most useful (catalogs, spec
     sheets, advertising, etc.)? (They will be shown samples from (Company)
     and others.)

     [] Specifically, what type of information do they want/need from an
     advertisement?  How do they like it presented?  In terms of the key
     concerns noted earlier, which should be presented in the advertising?

     [] What type of follow-up do they prefer?  Reader service numbers?
     WATS (800) line?  Coupon?  What type of information is worth their
     spending any time at all requesting?

     [] Looking at each manufacturer, what should each one be doing to
     improve their overall service to the engineer and their needs -- and
     what specifically, fulfills their needs?
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