1.
If I were to conduct a focus group to evaluate my newly developed granola cereal I would ensure that I select participants relevant to the target market for my product. If the target market is active health conscious personnel I would ensure that active health conscious personnel are selected for the focus group. I would also consider my market reach. For instance, if I am only considering distribution with the Midwest I need to pick my group from the Midwest. Consumers from various locales throughout the country vary due to geographical location. Conducting additional studies may be cost prohibitive though. The group would have to be a manageable size of minimum of six but no more than ten.
Before conducting the taste test I would determine the goals and objectives of the focus group. The objectives need to be clear and concisely stated so that the focus group facilitator can keep the group on track. Additionally, these goals and objectives can be used to develop questions to be utilized during the taste test.
For this particular product I would conduct a blind taste test whereby participants are asked to score the products on taste, texture and overall appearance. These attributes are then ranked using a scoring system of 1-5 points, with 5 being the most desirable score. Testers would compare three different, but similar, products (including mine). The taster would be provided the three samples presented in identical presentation with a number on the bottom of the sample bowl corresponding to each particular brand. Tasters would be isolated in a booth or enclosed room. They would be asked to wear no perfumes or scents. This is intended to minimize int ...