Focus Group

Recently I have been looking at ways to acquire more primary research. My classmates and I teamed up with my teacher for the day to conduct a focus group to gather responses on our FMP. Before preparing for this I had my laptop with me to show my classmates my site. Before even started I looked upon how other previous students did their focus group and I didn’t like it one bit. They showed an abysmal lack of leadership and organisational skills. There were a lack of responses from the audience as well. So before we even started I said to my classmates I didn’t like the vibe and the atmosphere wasn’t encouraging. As a result I told them to speak more and expand on their responses for me.

At first I wasn’t sure how many people knew what is ethical fashion – for the people who didn’t know I explained to them what the term meant. I also made it sure to them that the clothing line is fictional to avoid confusion. There were good question in the focus group such as: why is the name Dier. Meaningful and does it has a slogan or abbreviation. I totally haven’t thought about a slogan so that question did catch me off guard. Furthermore, before I participated in this focus group, I told them there is no point taking part if you do not challenge me.

I wanted them to throw questions at me. Catch me off guard. They did that superbly when they asked me why is it only a menswear. I told them that it is difficult to find girls and it was easier to make it a menswear. There were many positive feedback when the laptop was going round such as: very professional, “looks like ASOS", very nice. Moreover, my teacher asked me how am I going to promote these clothes so my brand enters the market and hopefully grab the spotlight.

The next piece of primary research I want to do is a questionnaire. A questionnaire is something realistically I should be definitely having, because it would give more ideas and find out what my audience actually want.

Here's you can listen to the sound of the focus group below

Peace