Executive Summary: Using Focus Groups

Executive Summary: Using Focus Groups You may think focus groups are for only B2C marketers — or political strategists. But getting a group of potential prospects to share their feelings about a company or product can lead to invaluable insights that help drive marketing campaigns.

Tori Jones of Bon’s Eye Marketing (a full-service creative firm in Wilmington, North Carolina) joined Charlotte recently to give B2B Writing Success members a peek into the focus group process.

Tori knows marketing. She has worked with PepsiCo, Atlantic Coast Advertising, and Telemarketing Concepts. Most recently, she was a principal for Clove Marketing. She holds a B.S. in Marketing from UNC-Wilmington (UNCW), and an MBA in both Operations and Sales Force Management from the University of Georgia.

Tori taught Promotions Management at UNCW each semester from 2005-2014. (She loves marketing and teaching marketing students!) In her spare time, she participates in various nonprofits, and is a past-president of her local Rotary Club.

A “self-admitted research geek” who enjoys the “a-ha!” moments that come from well-run marketing projects, Tori currently works in Business Development for Bon’s Eye Marketing.

Most useful? Tori talked about how we copywriters can benefit from listening in on focus groups that our clients may conduct.

Charlotte Crockett introduced Tori. Listen to the teleconference here.

Marketers use focus groups to find answers to questions they may not know they have!


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