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  • 00:11

    KRISTIN ZYGA: So, super excited.We have a new project that's kicking off,so I wanted to get us together so wecan go through project background and objectives,talk through the methodology options, and align on a plan.My name is Kristin Zyga, and I'm the Vice Presidentof Market Research for Insight Consulting Group, a boutiquemarketing and consulting firm in the Chicago-end area.[Kristin Zyga, Vice President of Market Research,Insight Consulting Group]Other couple of challenges that we're facing

  • 00:32

    KRISTIN ZYGA [continued]: or that they're facing and we need to help solveare the fact that, number one-- as you guyscan maybe guess-- this is a market wherenew competitors are constantly, constantlyentering into the marketplace.So you've got all of these new products thatcertainly make it a competitive marketplace for them.At ICG, our mission is really-- there'sa couple of different things that we're

  • 00:53

    KRISTIN ZYGA [continued]: trying to do for our clients.The first is innovative research methodology,and so the first thing we want to do is make sure thatwe're thinking of new, creative, out-of-the-box ways to doresearch, or even if we're doing something that's moretraditional, leveraging it in the best way possible to getthe best types of insights and learnings for our clients.Secondly, we're looking for partnership.We take our job as consultants to our clients

  • 01:15

    KRISTIN ZYGA [continued]: as people who are responsible for helping them buildtheir business-- be successful in their businesses--very, very seriously.And so we are trying to establishas deep of a partnership as possible,again, to help them achieve their goalsfor their organization.And really, we're trying to do that from a sustainableperspective, so we're looking to sustain our relationshipswith our clients, and help them sustain

  • 01:35

    KRISTIN ZYGA [continued]: their relationship with their customers and their consumers,as well.Personally, as the Vice President of Insight ConsultingGroup-- specifically in the research role,Vice President of Market Research--I'm really committed to mentoring and teaching our teamhow to do what ICG stands for, how to uphold those bestpractices from a research methodology perspective,helping them to learn how to take what we get from research,

  • 01:58

    KRISTIN ZYGA [continued]: and really translate that into somethingmeaningful for clients.

  • 02:01

    SPEAKER 1: So when we start looking for users,should we look for those who either have itor have competitive brands that are prescription-only?Or should we be looking for peoplewho are using all sorts of things,like you could get at Whole Foods or at a CVS?

  • 02:13

    KRISTIN ZYGA: Really good question.So I think we're going to want to get a mix.At this point, we'll get into in a minutewhat some of their ultimate business needs are,and where we can best help them with research.Market research, I feel-- and I think my clients would agree--is frankly essential to any decisionthat they intend to make for their business.A lot of people who have forgone marketresearch in the past-- maybe chosenfor budget reasons or other purposes

  • 02:34

    KRISTIN ZYGA [continued]: not to execute market research-- typicallyfind that that's a mistake, in my experience.Market research is essential, because essentially marketresearch makes clients smarter.It makes their ad agencies smarter.It makes everyone involved in a successful businesssmarter, and allows us to make the right decisions,whether that's a new product-- should it be launched

  • 02:55

    KRISTIN ZYGA [continued]: or not-- what type of an ad campaign,who to direct that campaign to, whatthe next steps in evolution and lifecycle of a brand or productare.Market research can help answer all of those questions,and it can help create consensus whena team might be divided on which is the best course of actionfor developing a brand or product.It can help validate information that maybe we already know,but that could be essential to building

  • 03:17

    KRISTIN ZYGA [continued]: a brand moving forward.Another important aspect of market researchis it really helps brands and products differentiatethemselves from the millions of other competitive brandsand products out there.It allows us to get close to our clients'customers and their consumers, and it allowsus to make informed decisions.So there's not a role within an organizationthat can't benefit from that knowledge,

  • 03:37

    KRISTIN ZYGA [continued]: whether it's marketing, R&D, lifecycle management.Whatever the role of the client, there'sa place for market research.Do you guys have any thoughts so faron what might be some ways we could approach the challenge?

  • 03:50

    SPEAKER 2: So knowing that a lot of their competitorsare in the retail environment, it might actuallybe interesting to go in, do an in-store shop along, see howour consumers are shopping their competitor products-- maybeproducts they want to emulate-- and just kind of gatherwhat that consumer behavior is, in a brick and mortar setting.

  • 04:07

    KRISTIN ZYGA: So in this room is where we have our actual focusgroup participants.They have all been recruited.They meet certain criteria-- and they don't know that.They just know they're here to talk about skin care,but they're within our client's target demographic, sothe right age range and gender.So I think most people have some kind of an associationwith the word "focus groups."A lot of people have seen them either portrayed on TV,

  • 04:27

    KRISTIN ZYGA [continued]: they might have heard about peopledoing focus groups there.It's kind of a common term, and in the research world,it's sort of like an old friend.Most people on the brand or the agencysigned have spent a lot of time doingfocus groups over the course of their career.And so to describe a focus group--it's really a conversation with people.

  • 04:48

    KRISTIN ZYGA [continued]: It's a group of people getting together in a settingthat everyone can come to, where we can talk,ask questions, and just have conversationsabout their experiences, their expectations,what they're looking for in products-- and then again,gain information that we can use to make decisions.But first, let me introduce myself.So my name is Kristin, and I work

  • 05:08

    KRISTIN ZYGA [continued]: for an independent research company.What that means is that people hire me to come and justtalk to individuals like you about any numberof different topics.So one week it could be cereal, one week it could be medicine.Today, we're talking about skin care.Focus groups can really play a number of different roles,but there's two, I would say, wherethey're especially well-suited.The first is really broad, big-picture--

  • 05:30

    KRISTIN ZYGA [continued]: what we call exploratory research.So when we're sort of at the beginning of solvinga problem for a client and we reallyneed to get our bearings, just talk to people,start to understand what the landscape lookslike, what directions we may want to go in,focus groups are a great way to have conversations,to bring groups of people togetherin multiple cities across the country or across the globe,

  • 05:51

    KRISTIN ZYGA [continued]: and have discussions about their life, their experiences,and their perceptions.It's also really useful, kind of in a similar vein, for whatwe call ideation research.So when we're maybe a little bit further down the path of weknow a lot about our targets, or we've started to kind of painta picture of who they are, when we'relooking to develop a product or a serviceor a campaign to support those consumers,

  • 06:13

    KRISTIN ZYGA [continued]: ideation research in the focus group settingis where we have them help create the idea for us-- sogiving us kind of a head start, saying,if there was an app that could make your life easier,if there was a new form of cereal that you'd love to have,what might that look like?And go through the process of creating it together,so defining what it looks like, what it feels like,what it tastes like, where you'd buy it.

  • 06:34

    KRISTIN ZYGA [continued]: All those types of questions we canstart to answer in the focus group setting.On the other end of the spectrum,once a product or an idea has come full-circleand it's fulfilled, when we have something in hand,focus groups are a great way to test those final-stage productsor campaigns or whatever it may be.At the end of the day, face-to-face research--

  • 06:55

    KRISTIN ZYGA [continued]: it's hard to replace people's reactions or visceralresponse to an ad campaign, or to havethem touching and feeling a different productand seeing how their body responds, whattheir emotional state is-- and having them really describewhat that experience is like is a great way to kind of finalizea decision for a company, whether that'sto launch product A versus product B,or campaign A versus campaign B.

  • 07:17

    JESSICA: So my name is Jessica.I'm 33, I'm a homemaker.And my earliest memory of skin carewould be I guess 13, when I started to get my breakouts.

  • 07:29

    KRISTIN ZYGA: In preparing for a focus group,in my role in particular, I'm responsible for helpingmanage the needs of two different groups-- my client'sneeds, as well as my team's needs,and ultimately figuring out what isgoing to create the best output and result overall,and what's going to really marry everybody's needsand objectives most effectively.From a client's perspective, theymay have very specific preferences

  • 07:49

    KRISTIN ZYGA [continued]: for who we're targeting, when the research happens,where it happens.But for my team, that may be very challenging to accommodatedue to a number of constraints theymay identify as we get into the recruitment and preparationprocess.So we always start off with the client's needsand we always come back to achieving their needs,but at the end of the day, there may be multiple waysto achieve their end goal, and so

  • 08:09

    KRISTIN ZYGA [continued]: it's our job to help find the best way.And that goes down to the methodology,who's in the room, when and how we execute the research.So in preparing for a focus group-- let'ssay the topic is skin care.We'll start with the client's objectivesand who they have articulated as being what they thinkis the right target, and then we have a planning sessionas a team internally with our recruitment

  • 08:31

    KRISTIN ZYGA [continued]: team and our analysts, and we talk through the objectives.We talk through the criteria of the candidatesthat they're looking for, and we talk about where are wegoing to find these people?How difficult will it be to screen them, to qualify them,and to find the right fit?For a skin care client, if they arelooking for users of a particular product,depending on how popular that product is,

  • 08:52

    KRISTIN ZYGA [continued]: that may be very, very hard to find those users, especiallyin a specific geographic location,and to bring them all together.So essentially, market research is problem solving.Our team looks for different opportunitiesto address the problem in the way that works bestfor clients and for our team.

  • 09:08

    JESSICA: So now you're not going out as much.Sleep is more important to me now than it was five years ago,and maybe that catches up with you.You can tell you have the bags under your eyes,you look tired.So as I said, my name is Jessica.I'm 33 going on 34, and I am a homemaker.

  • 09:25

    KRISTIN ZYGA: So once we have our targets defined,and once the recruitment team is runningwith looking for these people-- and they find themin all kinds of places-- they use social media,they use support groups online, theyuse Craigslist-- they use all kinds of placesto find people to come and be a part of our research.While that's all happening behind the scenes,that's when the analyst team reallydigs into attacking the problem, and that means putting together

  • 09:49

    KRISTIN ZYGA [continued]: a set of questions and a set of activities that, in our focusgroups, will leverage to get insight from our targetaudience.So really thinking through what does that whole conversationlook like?What's the right flow, the right wayto approach sometimes sensitive issues?Sometimes the topics-- thinking againabout an example like skin care--can be hard for people who maybe had bad skin,or have had bad experiences with products

  • 10:10

    KRISTIN ZYGA [continued]: to share some of those things that they've gone through.They might have spent a lot of moneyon different products that haven't worked over the years.So what's the right way to approach that conversationand ultimately keep us focused on our end goal and where weneed to wrap up our conversation,while also being really mindful of what are maybe someof the interesting conversations that could come up we're notexpecting, , that we might want to pursue and follow

  • 10:31

    KRISTIN ZYGA [continued]: in a discussion?So they put together what we call a discussion guide, whichis meant to be a guide.It gives us touch points to come back to,but we want to be really mindful of venturing offinto important lines of conversation, as well.They also work to build any creative activitieswe might want to leverage to spice up the group,whether that's projective images, whether it'swhite-boarding activities or card sorting.

  • 10:54

    KRISTIN ZYGA [continued]: There's lots of different techniquesthat are time-tested in market researchthat we can utilize to help make it easierfor a group of strangers to have a conversationand to find commonalities, and to ultimately get usto where we need to go in our conversation.What we want you to do is to go ahead and pick a picture thatrepresents for you what's important to you in the skin

  • 11:14

    KRISTIN ZYGA [continued]: care products that you purchase.Again, no right or wrong answers,and obviously these pictures are kind of crazy.But find one that you can kind ofuse to help explain what's most important to youin the products that you buy for your skin care.Thinking about actually executing the focus group--it's kind of funny, because it seemslike that's when the hardest part of the job should begin.That's really what our clients hired us for,

  • 11:35

    KRISTIN ZYGA [continued]: is to spend days, weeks, hours interviewing peoplein different cities, in different states--large groups, small groups, interacting with these peoplefor hours on end.But in my perspective, all the hard workis really leading up to it-- preparing and planning,and making sure we have a good course of action.Once we show up to the focus group, for me,that's when the fun really starts.Again, we're just having conversations with people,

  • 11:57

    KRISTIN ZYGA [continued]: and you get to meet the most interesting peoplewith interesting stories, and it's incrediblehow quickly with just some open dialogue how much people arereally willing to share, how much they open up,how much-- I feel like we form a relationship, them and I,leading those discussions.So at that point, it's kind of nice to just sit back and askquestions.I get to listen and I don't have to do quite as

  • 12:19

    KRISTIN ZYGA [continued]: much of the hard work.Meanwhile, it's so great to have our clients right on site,experiencing everything with us.Having them in the back room viewing the focusgroups in real time through the two-way mirroris really an invaluable experience for all of us.So clients, again, are hearing everything rightfrom the horse's mouth-- which, in someof those situations where it may be difficult to makea decision for their brand, if everybody is hearing things

  • 12:41

    KRISTIN ZYGA [continued]: firsthand, it really lends a lot of power and supportto a decision.From a research team perspective,we have our team there, as well, taking notes, capturingthe insights, listening for really poignant statementsor verbatim from our participants.And then we have that awesome opportunityto be all there together having a debrief discussion,us-- the research team-- the clients,

  • 13:02

    KRISTIN ZYGA [continued]: all sharing what we heard and saw,sharing our different perspectives,and really talking about how this can move us forward,and our ultimate objectives from the research.

  • 13:10

    SPEAKER 3: I feel like more calm and a better mom,and I can approach tasks easier.So I just think being more empowered-- it reallyinfluences how you react to everything.

  • 13:21

    KRISTIN ZYGA: That's a great perspective on this--and it's funny, I feel like I've nevereven thought about it that way.So I really appreciate the unique perspectives.Interviewing the participants that we ultimatelyrecruit to be a part of the focus groupis, for me, a lot of fun.It's a chance to connect with people,and to apply actually my background, whichis in psychology, to really demonstrateempathy and good listening skills,

  • 13:41

    KRISTIN ZYGA [continued]: and really just get them to open up.It's really important to make them feel comfortable.It's really important to explain why we're here,what we're doing, and to really makeeveryone feel like they've been heard,to feel like their opinion's valuable.There's actually a number of thingsthat we have to watch out for in a focus group.There's things like group bias.If you've got one person in the room who'sa real loud talker, very opinionated and kind

  • 14:03

    KRISTIN ZYGA [continued]: of dominating the conversation, there'ssome delicate finessing of how to ask someoneto be a little bit quieter and to hearfrom others in a way that's not off-puttingfor the rest of the group.It's also a little bit challenging at timeswhen we're in the middle of a discussion,things are really going, and the clientmay be sending notes in to me from my research teamto probe on a new question or to move to the next topic,

  • 14:25

    KRISTIN ZYGA [continued]: because everybody is kind of thinking and hearingthings fast and furiously.So it's actually a somewhat interactive experiencebetween the back room with my clients and my research teamand me in the front room with the participants.Again, we're really trying to adapt things in the best waypossible, to make sure we're getting the best learning.Again, I can't thank you enough.Your perspectives were so insightful,and you really help me think about this in a new way.

  • 14:48

    KRISTIN ZYGA [continued]: And I'm sure the folks back there agree with me, as well.That is it for today.I can go ahead and walk you guys upand make sure that you're compensated for donatingyour time with me today.So why don't we go ahead and head out.So what's really exciting in our role isonce the research is complete, after all the focus groups aredone and after we've delivered the report to our client,it doesn't necessarily mean that our job has endedor that we won't still play a role in the success

  • 15:10

    KRISTIN ZYGA [continued]: of the brand moving forward.So thinking, for example, of a skin care researchproject where maybe we are lookingto develop creative campaigns to draw new consumers to a brand,once we hand off that informationand our recommendations to the ad agencyand they start their efforts, they come back to us.Essentially, we consult for them throughout the process

  • 15:31

    KRISTIN ZYGA [continued]: because we've developed this tight partnership,and we tend to have long-standing accounts.We don't necessarily do a lot of one-off projects.So we kind of tend to hold this critical knowledge,and we become the voice of the consumer or the customer,and we serve as the sounding board moving forward.When they have the final campaigns,they made tap into us and say, does this sync up

  • 15:51

    KRISTIN ZYGA [continued]: with what we ultimately heard and feltcoming out of the research?Or, based on what you know about our customer segmentthat we defined at the end of the research, which directiondo you think makes sense?Where could we target them?So it's really great to be consideredas an important part of the process moving forward,and to be able to potentially then engage in other researchopportunities down the road, kind of building on what we

  • 16:14

    KRISTIN ZYGA [continued]: started.At this point, we've completed all of our focus groups.The market research is complete, so now our analystsare going through the process of analyzingall of the key learnings and translating what we heard--which is really interesting stuff--into meaningful and actionable outputs for our clientsso they can make brand decisions and startto think about the positioning moving forward.All right, you guys.Let's go ahead and just dig in-- everything that we saw today.

  • 16:37

    KRISTIN ZYGA [continued]: We want to just pick apart all of the key learnings, insights.Let's start to throw some stuff on the wall in terms of trends,consistences we heard between the different focusgroups and the different markets,and sort of what's bubbling to the top.

  • 16:48

    SPEAKER 4: I feel like one of the big differencesthat I noticed in the younger group versus the older groupis more of a reactionary mindset versus a morepreventative mindset.I think that then, once they get into their 40s,those wrinkles and those aging signs are startingto become more prevalent.And so they move from the prevention

  • 17:09

    SPEAKER 4 [continued]: into the corrective phase.At this point, we've completed all of our market research,done all of our focus groups, and our analystshave gone through the process of analyzingall of the data, taking those insights,and started to translate them into the output we'llultimately give to our client in a final report.Our client from the ad agency is here,so we can give him a sneak peek into some of the researchfindings, as well as just start to talk a little bit about what

  • 17:30

    SPEAKER 4 [continued]: the positioning could look like, and whatsome of the future research mightneed to be to support the development of the ad campaign.A lot of our focus group participants-- as you know,we recruited some of the younger folks,so in their early 20s, who obviouslyhave great skin already, and they justwant to maintain that, right?They're just thinking, how can I saylooking as great as I am right nowwith the products I'm using?

  • 17:50

    SPEAKER 5: Yeah, and as we develop those positionings,we'll keep these segments in mindand make sure that they resonate with this product.

  • 17:56

    KRISTIN ZYGA: Because don't want to lose our lower opportunity,but we want to pursue and prioritizethe higher-opportunity segments.There's limitations to any research methodology.There's not necessarily any one right or wrong,but when it comes to focus groups,the most obvious limitations are the factthat you are restricted to a specific time and place.You've scheduled a date and a location for participants

  • 18:16

    KRISTIN ZYGA [continued]: to come to a room where you're goingto have this conversation.So that can be challenging from a logistic perspectiveto find and bring people who are willing to cometo that location, and to fly in clients,and to get everybody in one place.But it's also from a research perspective--not ideal in the sense that that's one point in time.So if I were to interview you todayabout a certain topic, how you felt today

  • 18:38

    KRISTIN ZYGA [continued]: may be very different from how you feel a week from today.Maybe today you got stuck in traffic on your way here.Maybe you had a bad day at work.And that's going to color and influence your responses to metoday, whereas a week from now, youmay feel very differently about something.So you have to be really cognizant of the questionsyou're asking and what those responses look like,and make sure we're applying the right filter of does

  • 18:59

    KRISTIN ZYGA [continued]: this answer or does this insight hold and kind of spanthe test of time?Is it really something we can build on,or is this maybe something that is temporary for today?Focus groups-- they're a little bit more expensive,so you have to pay for a space, youhave to pay for people's time.And that means a higher incentive, or a compensationto all of our participants who gave their time for the day.

  • 19:22

    KRISTIN ZYGA [continued]: There's a number of different kind of cost variablesthat are at play, as well.

  • 19:25

    SPEAKER 5: Your team did a great job on the research.Thanks very much.

  • 19:28

    KRISTIN ZYGA: Thank you.

  • 19:29

    SPEAKER 5: I think we really identified some key segmentsand great opportunities.Now the challenge for our team as wedevelop the positionings is to really balance the broaderportfolio-- how that's positionedversus the individual products, to make surethat we maximize sales.

  • 19:46

    KRISTIN ZYGA: We could have a really dynamic conversationabout everything that we learned, just so that everybodyis really immersed in the knowledge and understandingthat we have, because we're all working towards the same goal.It's been really interesting to see the rolethat technology has played in focus groups, specifically.On one hand, they've actually startedto replace focus groups, which isn't necessarily a bad thing,because in some ways, they are addressing

  • 20:08

    KRISTIN ZYGA [continued]: those challenges of time and geographic limitations.So what we essentially have now are virtual focus groups,where you can use anything from some existing technologiesthat we all have, like FaceTime or Skype.A Google Hangout we can use to replicate a focusgroup scenario.In that respect, you don't have to worry about getting people

  • 20:28

    KRISTIN ZYGA [continued]: all in one place.People can call in from their homes,from their office, wherever they may be,and so that's why we're starting to see virtual focusgroups replacing in-person focus groups.But on the other hand, when we're doing in-person focusgroups-- traditional in-person groups-- technologyis also being used to enhance that research experiencein a number of different ways.

  • 20:48

    KRISTIN ZYGA [continued]: One, for example, is the use of texting or gchatting, or usingsome of those technology platformsto communicate from the clients in the back roomto the moderator in the front.So instead of disrupting the groupand walking in with a note saying,ask a different question, that can be discrete textor something like that.There's also a lot of great technology platforms

  • 21:09

    KRISTIN ZYGA [continued]: for testing concepts in a more true to lifeway in a focus group.So now, instead of maybe giving printouts and showing somebody,here's a new app idea-- what do you think about this idea?We can have smart phones in the room.We can have computers in the roomwhere we're having them test things in real time,getting a better sense of a true user experienceand what that could be like.

  • 21:30

    KRISTIN ZYGA [continued]: So lots of different tools, again-- either enhancing focusgroups when they are conducted in person,or maybe replacing in-person focus groupsso that we can kind of supersede the boundaries of timeand geography.So I think there may be some opportunitiesfor some additional research methods,and maybe some kind of ongoing long-term interactionwith these guys.And so when I was brainstorming with the team

  • 21:51

    KRISTIN ZYGA [continued]: when we kicked off the project, they actuallyhad a really good idea in terms of a community.I know that's obviously somethingthat we've been doing a lot of for a lot of our accountsright now, and I just wanted to kind of pick your brainand see what kind of benefits, drawbacks,to maybe implementing a community,or suggesting a community to this client for ongoing needs.One tool that I've seen outside of my organization start

  • 22:13

    KRISTIN ZYGA [continued]: to take on a bigger presence in the last couple of years,and one that for us personally has actuallyreplaced a lot of the focus groups that we tend to do,is what we call online communities.Almost everything starts with a focus group at its core,there are just different ways of executing it--whether that be virtually, whether thatbe a smaller number of people, a larger number of people.So focus groups kind of are where it all starts,

  • 22:34

    KRISTIN ZYGA [continued]: but online communities are essentially a very, very largevirtual focus group.But the biggest difference in addition to the sizeis that they're ongoing for long periods of time.When we think back to some of the limitations of a focusgroup being this is people's opinion on one day at one settime, in an online community, which is essentiallya closed social network where people are engaged for six

  • 22:58

    KRISTIN ZYGA [continued]: months to a year to many years on a particular topic,there are so many research benefits.You can start to see trends over time.You have better validation that what they say on one dayis the same the next day, the next month, the next year,because you can keep interacting with them over and over.We also see in the online setting--it's somewhat interesting that there's

  • 23:19

    KRISTIN ZYGA [continued]: a little bit less posturing or a little bit less bias,because people feel more comfortable because there'sa sense of anonymity.There's not a sense of judgment from somebodylooking at you face-to-face, and critiquing what you'recontributing to a discussion.From a client perspective, there'salso a number of benefits, the biggest one being access 24/7

  • 23:39

    KRISTIN ZYGA [continued]: to their key target.So thinking about the setup processfor a focus group, which can take weeks of preparationto find participants and plan research materials-- once we'vebuilt a community, those people are thereany time we need them.So in the long run, it's actuallyvery cost-efficient for clients to beable to establish a community and then tap into it

  • 23:59

    KRISTIN ZYGA [continued]: as they need over a period of time.When I think about the role that focus groups willplay in the marketing research process moving forwardin the future, I'm not sure that they're ever going to go away.I think that certainly, as we have younger generations whogrew up in a technology age taking on these types of rolesand being responsible for market research

  • 24:20

    KRISTIN ZYGA [continued]: and for brands and products, we'llsee more of that technology replacing or enhancingfocus groups, but there's still a big group of the babyboomers, of those folks who currently are leading brandsand strategy right now, who-- all they know are focus groups,and that's what they rely on and that they can trust.At the end of the day, while technology is wonderfuland it can create a lot of the sense of face-to-face,

  • 24:42

    KRISTIN ZYGA [continued]: the ability to really be in the same room with somebody--and again, I'll go back to the exampleof maybe a more sensitive topic, whether that'ssomebody with a difficult skin condition, maybea more serious disease.I've been in focus groups and interviews where people cry.People break down.And so the ability to put a hand on somebody's hand,

  • 25:03

    KRISTIN ZYGA [continued]: or to nod, to offer them a tissue--to have inter-personal interaction of that level justsimply can't be replaced in some cases.So maybe because they're a little bit moreexpansive or limiting, you maybe do a smaller numberof focus groups and support that or supplement that researchwith other methodologies, but I'm notsure they'll ever go away completely.

  • 25:25

    KRISTIN ZYGA [continued]: One of the things that I think ultimatelyis so great about the industry that we work in,about market research, about conductingfocus groups and those types of things,is that almost anyone could do this job.Anyone who has a passion for learning, for connectingwith people, for problem solving,for figuring out why do people do what they do or say

  • 25:46

    KRISTIN ZYGA [continued]: what they say, and how does this all fit togetherinto the consumer marketplace-- market researchis a great place to be, and I lovethat we get to sit right in the middle between end clients--so the folks manufacturing brands and productsand putting services out into the world-- and ad agencies.I think a lot of people in the younger generationstoday are coming out of school eager to be account planners

  • 26:08

    KRISTIN ZYGA [continued]: and ad creatives and to work for big brands.And in market research, we get to workwith all of those people without committingto any one brand or another.So, again, one day could be cereal,one day it could be a health care product.It could be shoes.We've done work for theme parks.Every single day is different.The challenges are somewhat similar from day to day,

  • 26:28

    KRISTIN ZYGA [continued]: but you're solving it in a completely different contextand scenario, and we have people on our teamwith backgrounds in history, in English,in statistics, in marketing, in psychology.All of those backgrounds ultimately actuallymake us a stronger team, because we eachbring a different perspective to the table,and we filter those insights that wehear in market research in a different wayand it allows us to frankly make a stronger product and stronger

  • 26:50

    KRISTIN ZYGA [continued]: recommendations for our clients.It's so exciting that it's such a welcoming environmentto anybody with passion and curiosity.I look forward to continuing to see the new people thatjoin our team and bring their different passionsto the table.

Video Info

Publisher: SAGE Publications Ltd

Publication Year: 2017

Video Type:In Practice

Methods: Focus groups, Marketing research

Keywords: advertising agencies; branding; cell phones; consultancy; marketing (business); Skin care; technology; text messaging; video conferencing ... Show More

Segment Info

Segment Num.: 1

Persons Discussed:

Events Discussed:



Kristin Zyga is the vice president of market research for Insight Consulting Group. She outlines the role of focus groups in market research and discusses the various methodologies that can be used in focus group study.

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Focus Groups: Insight Consulting Group

Kristin Zyga is the vice president of market research for Insight Consulting Group. She outlines the role of focus groups in market research and discusses the various methodologies that can be used in focus group study.