Whether it be an advertising campaign, new product, service or property development, it is very useful to conduct some preliminary research amongst potential users, in the form of a concept test. This form of research is qualitative, or exploratory in nature and therefore has little statistical significance. Its use, however, lies in the ability to observe consumer's reaction to the concept being mooted.

We very often make the mistake of believing that our own views, or those of close colleagues, are reflective of the opinions of society as a
whole. But we are usually deeply involved in the project, and have a depth of knowledge about it that the average consumer does not. It is all too easy to make judgements about consumer behaviour that reflect our own concerns and needs rather than those of the potential market.

Using Focus Groups respondents selected from the potential market, it is possible to explore how and why people perceive things the way they do, the particular language they use, and their own particular needs and wants. There are a number of useful techniques that can be employed to illicit people's feelings and reactions, to get them to open up and speak honestly about the issue, and why they feel the way they do.

Focus Groups typically comprise 8-10 people selected from a target group, who are invited to participate in a discussion about a particular subject.

The proceedings are led by a skilled moderator, who introduces the subject only after the group has discussed generalities for a while, and they have settled down and relaxed. The moderator follows a carefully scripted discussion guideline and takes care to include all members of the group, and not allowing anyone to dominate. The client usually observes the group through one-way glass, and is able to clearly hear the discussion. At the end of the session the participants may complete a short questionnaire. This is useful in the analysis stage, adding some perspective to the flow of conversation.

The group sessions are tape recorded, and often video'd. A report is then prepared based on transcripts, interpreting the findings, summarising the results, and providing recommendations to the client. Quick to execute, and relatively inexpensive, Concept Tests are becoming increasingly popular at an early stage with proposed new property developments and in fine-tuning existing operations.