In-Store Audits Replace Focus Groups

Traditional methods of gaining consumer insights have remained much of the same for decades. Brands and retailers still rely on paying to have everyday people come in for focus groups. Members of focus groups are asked to provide honest feedback, but are they actually providing valuable insights or are they looking to appease? Raj Rajaratnam, Clorox vice president of consumer insights, points out “Focus groups are probably the most misused tool in our tool kit. What people say and what they mean are two different things”.

The intention of a focus group is to gain insights into the motivations of consumers and what drives them to purchase a particular product, make decisions about the direction of production of a product, and how to market a product to increase sales. However, it is very rare that participants in focus groups will say something negative about the brand which limits the amount of insightful feedback. This leads to ineffective marketing efforts and can be detrimental to company sales. Clorox, among other major brands, is attempting to change how consumer insights are gained. Simulating the in-store experience and tracking the behaviors of potential consumers through eye tracking. Outside of this technology, in-store audits through mobile crowdsourcing can provide honest insights. Customizable surveys can be deployed to stores across the nation and thousands of people have the ability to provide honest feedback.

Our data collection app can craft in-store audits that can track compliance, marketing displays and ask subjective questions of potential consumers. The utilization of our app relieves the pressure to please the brand and creates an environment in which users will not change their answer. Wiser is the supplement to ineffective research such as focus groups and ensures that each insightful data point that is gained will benefit your business.

Contributing Writer: Gabrielle Winant

Min-Jee Hwang

Min-Jee is the former Director of Marketing at Wiser. She has extensive experience working with SaaS companies and holds a BA from Carnegie Mellon University and an MBA from NYU Stern.

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