Focus Group

A multinational manufacturer of household cleaning products needed to test customer attitudes towards its liquid detergent range prior to launching a brand new TV commercial. Client X was appointed to carry out a qualitative survey among brand users.

Focus groups of high-income women who purchase a variety of household cleaning products were held to assess their interest in liquid laundry detergents and obtain reactions to a TV ad campaign about to be launched. Focus group participants were asked about their purchasing habits and experience with different types of laundry detergents. They were shown different TV commercial concepts and the moderator’s goal was to determine the areas of least and greatest interest, while the client observed the discussion remotely. The discussion was constructive, the groups’ feedback enlightening.

The customers’ comments provided helpful information and our client opted for changes to their initial concept before launching the TV commercial.