Industrielle Fokusgruppen

---

Was sind industrielle Fokusgruppen?

An industrial focus group is a marketing research device. It uses a small gathering of people to discuss relevant designated topics in a casual setting. The typical focus group consists of eight to ten individuals. The manufacturers of consumer products are the main users of Schwerpunktgruppen. They use this method to collect qualitative data from target groups of customers.

Warum ist der Industriesektor wichtig?

„Industrie“ bezieht sich auf die Herstellung von Waren. Der Industriesektor ist für die wirtschaftliche Entwicklung eines Landes von entscheidender Bedeutung. Die industrielle Entwicklung spielt eine entscheidende Rolle beim wirtschaftlichen Aufschwung. Sie verringert die Abhängigkeit von Agrarexporten zur Beschaffung dringend benötigter Devisen. Der Industriesektor beschäftigt einen großen Teil der Bevölkerung.

Wachsende Industriezweige

Die am schnellsten wachsenden Branchen sind:

• Erneuerbare Energie. People are using green energy options such as wind and solar power. These have proven to be practical options for many businesses and countries. The price of these renewable forms of energy has fallen in recent years. Households are taking advantage of their affordability.
• Internet-Sicherheit. Diese Branche ist wichtiger denn je. Sie schützt die finanziellen und sonstigen Daten der Menschen vor Cyberdieben.
• Biotechnologie. Angesichts der wachsenden Weltbevölkerung ist Biotechnologie unverzichtbar. Agrartechniker können damit höhere Ernteerträge erzielen. Mediziner nutzen Biotechnologie auch zur Genmanipulation. Biotechnologie kann Krankheiten heilen und so die Lebensqualität vieler Menschen verbessern.

Fokusgruppen als qualitative Forschungsmethode

The main benefit of Schwerpunktgruppen is the opportunity to witness a lot of interaction and discussion about a company’s product. This interaction takes place in a limited period, and it helps the manufacturer to understand consumers and their needs. Focus groups rely on the researcher’s ability to assemble and direct the sessions. This control is also a drawback. It means that focus groups are in some sense unnatural social settings.

Focus groups are also limited to self-reported data and verbal behavior. Researchers using this method need to improve the naturalism of participant observation. Naturalism is especially pertinent if the goal is to gather data on other social actions.

Chancen, Trends und neue Technologien in industriellen Fokusgruppen

Industrial focus groups allow companies to conduct market research. This research helps in the creation of a marketing plan. The company can assign an employee to manage and administer the focus group, or it can hire a firm to direct the process. It is suitable for businesses developing new products and services. It enables them to get feedback from potential consumers.

Modern focus groups are trending toward digital. This type of focus group can be asynchronous, meaning members of the group don’t have to participate at the same time. Companies can send questions to each member. The member then records the answers at his or her convenience. Alternatively, companies can arrange a Google Hangout for members. This setting enables them to interact with each other and with the moderator. Companies can also use tools like Survey Monkey. Such devices allow open-ended qualitative data collection and even quantitative questionnaires. Digital focus groups can also be in the forms of online forums and social media groups.

Newer strategies tend to rely on technology. Smartphones can track shoppers as they make their way across a mall or store. This method gives instant feedback to market researchers. One of the newest methods is scanning technology. Shoppers carry a scanner with them throughout the store. These scanners collect tremendous amounts of data. It tracks spending levels, consumer behavior, customer loyalty, and other types of reactions.

Vorteile der Verwendung von Fokusgruppen in der industriellen Marktforschung

Focus groups can provide rich data. They give companies a broader perspective on how people think. They show how they perceive products and brands. It also helps manufacturers understand what people expect and want from a depression. The online format has advantages, such as the ability to draw participants from a nationwide sample. The traditional method counters this by giving participants the ability to brainstorm. Participants can also hold meaningful discussions.