Using Focus Groups to Make Solid Business Decisions

A restaurateur with financial backing wanted to start a sit-down burger chain using buffalo meat as the draw. The concept was far along with architectural renderings when the company came to Research Design Associates with questions about the décor their customers might prefer.

However, in the midst of a battery of focus groups, consumers told Research Design Associates that they were not interested in paying higher prices for buffalo burgers. Nor was the meat itself a draw. Based on those findings the entrepreneur adroitly changed direction and now has a successful chain of casual pubs, less focused on food. While buffalo burgers were on the original conceptual menu, now only buffalo wings satisfy customers’ food appetites.

Focus Groups

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