Marketing Research Focus Group Report
***Please note that the Problem and Research Objectives for this project were changed since the last report was handed in. For a definition of this new problem and its accompanying research objectives, please see Appendix A.
1. Primary Qualitative Research
1.1 Methodology
The qualitative research for this project included both focus group and in-depth interviews. All participants were females since that is the demographic towards which Rocco is catered and included both some of its existing and potential consumers. Each focus group and set of interviews was divided according to four different age segments: those under 20 years old, those in their twenties, those in their thirties, and those over 40 years old. These age ranges were chosen to include Rocco’s current target market (ages 17 to 34) as well as other age segments for which there might be a future targeting opportunity. Segments were divided by age to comply with the method already used by Rocco’s owner which accordingly fits his understanding of the industry, and additionally, because it is the most objective way of classification since the segments can be clearly identified and as such avoid any potential ambiguity. The research also included both anglophone and francophone respondents since there is a difference in their buying habits, as indicated by Mr. Wazana. If this difference does in fact present itself then the findings will give a better insight as to how to target both groups. In addition to the previous, the viability of capturing consumers outside of the downtown Montréal area where the owner currently limits himself was put to the test and participants included consumers from various places in Montréal and its suburbs such as Laval. Given our resources, it was more feasible to conduct focus groups with participants in their twenties and over forties, and to have in-depth interviews with those in their thirties and under 20 years old.
Focus group
To obtain more qualitative
1. Primary Qualitative Research
1.1 Methodology
The qualitative research for this project included both focus group and in-depth interviews. All participants were females since that is the demographic towards which Rocco is catered and included both some of its existing and potential consumers. Each focus group and set of interviews was divided according to four different age segments: those under 20 years old, those in their twenties, those in their thirties, and those over 40 years old. These age ranges were chosen to include Rocco’s current target market (ages 17 to 34) as well as other age segments for which there might be a future targeting opportunity. Segments were divided by age to comply with the method already used by Rocco’s owner which accordingly fits his understanding of the industry, and additionally, because it is the most objective way of classification since the segments can be clearly identified and as such avoid any potential ambiguity. The research also included both anglophone and francophone respondents since there is a difference in their buying habits, as indicated by Mr. Wazana. If this difference does in fact present itself then the findings will give a better insight as to how to target both groups. In addition to the previous, the viability of capturing consumers outside of the downtown Montréal area where the owner currently limits himself was put to the test and participants included consumers from various places in Montréal and its suburbs such as Laval. Given our resources, it was more feasible to conduct focus groups with participants in their twenties and over forties, and to have in-depth interviews with those in their thirties and under 20 years old.
Focus group
To obtain more qualitative