To gain insights around all the service/product concepts to understand the “WHY” behind the individual’s behaviour, choices, attitudes and needs – understand motivation.
To gain insights around their decision-making, improvements with regard to the product/service concepts and identify the concept with most potential.
To get feedback on potential pricing and the most effective communication channels.
METHODOLOGY AND DELIVERABLES:
We recommend conducting focus group discussions with the target market.
We can conduct these on an ongoing monthly basis as a customer immersion experience to educate your sales, marketing and advertising teams.
Discussions will be held at our research venues (behind a one-way mirror) which the client should attend. All discussions are digitally recorded.
Each 90 minute discussion is facilitated by a professional moderator, and will make extensive use of projective techniques and role-play.
We also get each respondent to complete a self-completion questionnaire to gain some additional feedback: hobbies and interests, media usage.
The output and report will include photos, pictures and audio clips to clearly communicate the consumer feedback.
Case study: Value-added hospital services
One of South Africa’s leading private hospital operators approached us to gain insight into how women in the lower-middle income segment without medical insurance think about purchasing maternity services; as well as gain feedback on several value-added services they were considering.
What we did
We conducted a detailed analysis to define and identify the potential target market, quantify actual target market size, and do 5 year forecasts.
We conducted focus group discussions, having recruited a tightly-defined target market group around the country in areas where our Clients hospitals were located. The discussions used projective techniques and role-play which provided feedback on:
access, important features, consumer triggers, planning and purchase decision-making, pricing, competitor analysis, advertising feedback and hooks, and SWOT analysis.
We provided our Client with valuable feedback on the need, opportunities and optimal concept for the target market segment.
Ethnos is a specialist South African CONSUMER INSIGHTS agency, with 10 years of experience, that focuses on the early marketing planning phase of the marketing cycle to ensure smarter, more-profitable decisions are made before launch.
We are experts at conducting Ethnographic Research and Eye Tracking Research that delivers a 360° understanding of consumers and markets.
Eye tracking research & usability testing combine advanced visual behaviour analyses with traditional marketing research techniques.2 years ago
Advert Evaluation Studies are used to gain insight into existing or potential advert’s impact in terms of perception, persuasion, & impact.2 years ago
Boost Africa Foundation is a Cape Town based NGO that assists children together with their families living in extreme poverty to stay in school. This initiative aims to establish leadership and role models in these communities through education.
Ethnos is proud to be involved with Boost Africa Foundation to help inspire and develop the future legends of South Africa.