stephanie anagnoson castaic lake water agency. outline types of market feedback structure of a focus...
TRANSCRIPT
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Using Focus Groups for Feedback
Stephanie AnagnosonCastaic Lake Water Agency
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OutlineTypes of Market FeedbackStructure of a Focus GroupCLWA Focus Groups
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Types of Market Feedback
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On-line SurveyFastest, least expensive methodCan show materials
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InterceptsAllows to target
an audienceBest Way to reach
some groupsExpensive on a
per survey basis
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Telephone SurveyYields best data (random sample)Difficult to show materialsMore expensive than on-line
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Focus Groups
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Focus GroupsIdentifies any challenges or hurdlesIdentifies the “right” languageTests an idea or a conceptNot quantitative
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Structure of a Focus Group
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An OutlineModerator does introductionModerator lays out ground rules
We need your helpWe want honest feedback on x, y, and z
Participants introduce themselves?Moderator identifies ways of giving feedback
to the moderatorQuestions and discussion begin
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Things to Do at a Focus GroupScreen participants.Make your own nametags (or name table
tents)Feed the participants well.Create probing questions beforehand and
a script.Call on people.Follow-up in your questioning.Stick to your time limit.Thank the participants afterwards.
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Things to Avoid at a Focus GroupCheap food.Ask only the questions on your list.Allow one person to take over the
conversation.Allow people to be entirely silent.
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CLWA Focus Groups
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Focus Group – Water UseChallenges Identified:
That people did not know how much water they used
That people grossly underestimated their water use
That people didn’t know where their water came
That people wanted the City to be a role modelThat showers and baths were sacred
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Focus Group – TV CommercialChallenges Identified:
We suspected that a standard and smart controller needed to “look” different (but they look very similar)
What upset residents was that the lawn didn’t look better with the smart controller
“Right Language”Residents called their “controller” a “timer” Residents could not remember our web site.
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Focus Group – TV CommercialThe grass should look better with a smart controller!
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Focus Group – TV Commercial Website was hard to remember!SCVH2Oprograms.comScvH2OPrograms.comSCVH2O.org
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Focus Group – Turf RemovalChallenges Identified
$1.50 per square foot was not motivatingWe need to show before and after in ads with
big fistful of money in ads seemed appealing“Right Language: ”
Turf denoted “astro turf” or artificial turf“Cash for grass” makes people giggle“Lawn” seemed better to all groups
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Focus Group – Cycle and SoakChallenges Identified
“Cycle and Soak” needed specific instructions Water for three minutes. Wait an hour. Water again if necessary.
“Right Language: ”“Cycle and Soak” sounded like something a
washing machine did.
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Questions?Stephanie AnagnosonCastaic Lake Water [email protected]