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4. Learn About How Your Customers Make Buying Decisions — Knowing how your customers make their purchasing decisions can make a difference in your marketing strategy. Learn what triggers your customers to think about your product and brand, how and where they search for information, what features and benefits are important to them, how to get on your customers’ “short list, and how to induce purchasing.

Customer Loyalty: A customer’s tendency to choose your company’s product over a competitor’s is absolutely critical for your survival. In cultivating customer loyalty, the only perspective that matters is the customer's perspective of good customer service. From your perspective you may be providing great service, but if your customers disagree, you're really not providing great service and customer loyalty is not being cultivated.

Knowing how your customers make their purchasing decisions can make a difference in your marketing strategy. The first step is to learn what makes your customers think about your product and brand. Online focus groups are ideal for getting consumers to think about these “trigger” factors. By asking participants to tell you how and when they first thought about your product and brand, you’ll learn their stories about what they were doing, who influenced them, and where they were when they first realized a need or want.

After conducting online focus groups for over 15 years, we can honestly say that online focus groups can be added as another tool in a researcher’s toolbox. It’s more about knowing which tool to use when and less about discussing the merits of driving a nail with a hammer or screwdriver. Each methodology offers unique benefits and drawbacks. Like any tool, online focus groups should be used only when appropriate.

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