focus_grp_130404

focus group research

van Zanten, Rob. (2004). Focus group research for small wineries - an Internet example. The Australian and New Zealand Wine Industry Journal, 19(1), 70-75.

This paper described an appropriate method, suitable for use by small winemakers, for obtaining consumer information and provided an example where this was used.

As competition becomes even more fierce in the Australian industry, especially for small
winemakers, it is necessary for companies to do everything possible to stay ahead of the pack.

Accurate consumer information is important.

The focus group interview technique is commonly used to generate new ideas, products and strategies. Groups should contain between eight and 10 participants. This technique, which requires the focus group to be led by a moderator while generating valuable information, has a number of limitations.

A refinement of this technique, which overcomes a number of these problems, is called the
nominal group technique. This technique is particularly well-suited to the small to medium-sized winery.

The technique combines both verbal and nonverbal stages and four steps:

generating ideas -- each participant does this in writing
recording ideas -- the moderator records, in a round-robin fashion the group's ideas on a whiteboard
discussing ideas -- the group discusses the ideas to obtain clarification and evaluation
voting on ideas -- the participants vote privately on the priority of the ideas.

This does not require formally trained moderators.

It has been found that the results from nominal group technique groups is significantly better than those obtained by normal focus groups in their generation and identification of priorities. The disadvantage of this technique is that lacks flexibility and requires extended advance preparation.

The example given of this technique in practice looked at purchasing wine over the Internet.

Participants were there placed in six groups based on wine consumption, age and persons who have purchased goods or services over the Internet.

With respect to purchase over the Internet the major negative consequences perceived by the six groups were the concern relating to credit card fraud and the inability to taste the wine prior to purchase. Positive consequences related to the ability to shop from home and delivery to the home.

Families and friends were seen as the most influential group in decision making when it came to Internet purchases. Cellar door personnel were also seen as being influential.

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