A Focus Group That's Always There And Ready To Go

This article considers mining a company's website for market research. The author maintains that this can yield information that is as rich and revealing as the best focus groups - as well as providing parallel quantitative information on how the site is used and what they buy.

A Focus Group That's Always There and Ready To Go

Look no further than your Web site

Vito SalvaggioAccrue Software

Focus groups have long been a tried-and-true technique for uncovering information about the 'whys' and 'why nots' behind consumer behavior. Done correctly, focus groups can unearth important insights to help guide decisions ranging from the colors and packaging of products to the placement or tone of an advertising campaign.

As part of the arsenal of traditional marketing tools, focus groups don't seem to fit with the Internet and its emphasis on speed, volume, and technology. But what most companies...

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