One of the many challenges faced by international companies in China is the lack of reliable and transparent data about their market. Although Europeans and Americans rely on a multitude of secondary data sources to obtain information on their domestic markets, understanding your Chinese market requires you to get as close as possible to the actual consumer. Focus groups, consumer roundtables, are workshops are ones of the most executed methodologies by Daxue Consulting to collect these first-hand consumer insights.
Focus groups are discussions comprised of 6 to 10 people that usually last two to three hours. It is a form of qualitative research. Daxue Consulting leverages focus groups in Mainland China and Hong Kong to gain information about Chinese consumers’ feelings, opinions, and perceptions. The following analysis aims at mapping attitudes, motivations and decision criteria of Chinese consumers.
Daxue Consulting offers full-service focus group setups in China, including:
Our team has extensive experience in focus group organization in various sectors such as:
Daxue Consulting provides specific facilities to set up focus groups in Beijing, Shanghai, Guangzhou and any tier-1 and -2 cities in China. Our team of analysts also provides a customized report that is specific to your needs and never generic to the industry or the methodology. Our services include:
Daxue Consulting executes preliminary research of existing data in your market, the competition, key consumer targets, and potential distribution structures. This short desk research (our methodology is fully adaptable to your requested timelines) will enable a full optimization of every step of the focus group research: more targeted sampling, more comprehensive discussion guidelines, better-prepared moderators, and more customized analysis.
Daxue Consulting provides specific 30-40 m2 focus group rooms in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and any city targeted in Mainland China and Hong Kong. Our services include all the facilities expected for such projects:
The focus group sample should match your requirements, but also the situation of your market in China. When not pre-determined by your team, we leverage our extensive experience in China as well as the preliminary research to suggest the most adapted sample of participants. Criteria are your needs of information, your key segments of consumers in China, and resources.
For each project, we recruit new participants. We believe recurrent participants for many focus groups show biased opinions and as such, cannot reflect the market. Our in-house trained team of recruiters and our nationwide network enables Daxue Consulting to be fully-equipped to recruit any demographic class and segment of consumers in China. We also can recruit participants for B2B focus groups in China in your sector of interest.
Daxue Consulting provides an experienced and trained focus group moderator specifically chosen according to your industry or your information needs. Our team includes native moderators available in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu and any cities in tier-1 and -2 cities in China, but also low-tier and rural areas. The moderator is involved in every step of the focus group preparation to ensure an in-depth understanding of your objective and the discussion stakes.
The moderator will guide the focus group discussion by introducing the topics and using his or her experience to ensure maximum participation from each participant. He/she focuses on the control of the group dynamic and will prevent any individual participant from dominating the discussion. The moderator will also introduce products, marketing concepts, and industry news to make each share experiences, ideas, and comments. Finally, moderators are trained to incorporate projective techniques into focus groups.
All the discussions are audio and video recorded and sent to the client afterward, along with the transcript, including a service of video subtitles for optimizing the usage of the footage with your team. The option for watching the focus groups in real-time from other locations, using live-streaming, is also available.
Following the focus group discussion, Daxue Consulting will transcribe the dialogue and codify it to proceed with the analysis. Our analysts compile findings and conduct both horizontal and vertical analysis of the results. Our aim is to map consumers’ attitudes, motivations, and decision criteria. The final reporting will discuss how to utilize these insights to optimize your value proposition and marketing strategies in China.
When analyzing the focus groups discussions, Daxue’s team will aim to take advantage of all the information and each panel to identify key consumer insights and make valuable recommendations.
Daxue Consulting supports a multi-approach data-collection in China to obtain a comprehensive understanding of the market. According to the objective of projects, our team occasionally uses focus groups in China to create some research hypothesis to be validated through quantitative research methods. Other projects involve the collection of quantitative data leading to the design of value proposition and concept acceptance assessment through focus groups.
We can either statistically confirm the results through quantitative research methods like a market survey to assess Chinese market acceptance of a concept, or using qualitative methods to challenge the identified concepts such as ethnographic research in China, and in-depth interviews in China.
Focus Groups, but also panels and workshops are ones of the tools used by Daxue Consulting in China (more information about consumer workshops). It is used for brand image monitoring, brand development, brand positioning, in-depth analysis with products, testings, and services which are more difficult to understand or get more emotional intensity. This is an interesting tool when qualitative information is more important than quantitative information.
The strength of the focus group methodology is its in-depth analysis. A moderator has to monitor to make sure the information is not superficial, and the full discussion can be recorded on audio and videotape. The reasons for consumer decision making can often be elicited from focus groups. For the brand-image generation, the data brought by focus groups in China will allow a deep understanding of the consumer perception and therefore will help to understand the gap with the brand strategy.Central location testing (CLT) is a qualitative market research approach, which takes place in a specific, controlled environment. CLT is the practical way of implementing the survey which ensures high-quality results and offers key advantage of Face to Face interview which is assessed as the most suitable method for testing concepts, products, packaging, advertising effectiveness as well as conducting sensory research.
Focus Groups in China are a particularly useful method for data collection in China because it enables to extract key information regarding consumers’ perception and opinion in a culture when such interactions are seldom. The 2 to 3 hours of focus groups, but also round tables, help our moderator to build the relationship and trust which allow the level of open exchanges required to gain actionable insights from Chinese consumers.
Moreover, one of the many challenges faced in the market research field in China is the lack of reliable and transparent data about your market. Focus groups and consumer round tables will, therefore, help to collect these first-hand consumer insights.
The multiculturalism of the Chinese population is an additional benefit of the focus group method in China. Many consumers in China are at least bi-lingual (Mandarin Chinese, Wuhan Hua, Shanghai Hua, etc.) and usually people can talk and converse in certain dialects, whereas reading or writing in those dialects is far more difficult. Translating questionnaires often results in changes in the “meaning” of questions, resulting in misunderstandings and invalid results. The focus group settings can reduce a lot of these difficulties.
Beware the professional focus group participant! While focus group and, generally speaking, research methods have been booming in China in the years following the economic rise, some consumers have made a job of participating in surveys and research project, taking advantage of the poor diligence of panel and research providers. It leads to many bias and non-reliability of the collected data. Aware of this phenomenon in China, Daxue Consulting ensures new participants for any research project, including focus groups and roundtables. Our recruitment specialists leverage their networks, but also proceed with sample cleaning methods to ensure you the quality of the participant’s sample and therefore the reliability of the findings.
Also, it is crucial to allocate more time for recruitment, transcription, and analysis than you would in other markets. The multitude of different accents (Guangzhou, Shanghai, Beijing for instance) makes transcription a specialized and longer job than in places where focus group participants come from similar backgrounds such as France, Germany, Italy or Spain.
Daxue Consulting ensures to keep on track objectives of the research. We use a simple model that starts with the “Business (or Management) Question,” break this down into “Research Questions,” and finally into “Investigative Questions” for our focus groups in China.
Our final aim is to deliver to your team actionable insights. At each level, the questions must answer the broader question above it and are evaluated regarding their efficacy at achieving that. They must also be discussed and confirmed with the client. We design our focus group guidelines following this method.
Compared to Americans and Europeans, Chinese people are less open and willing to express strong opinions, especially within a group. It is particularly the case for negative comments. Moderating focus groups in China required then very skilled, experienced and trained operators. It implies to be able to encourage participation, make participants feel comfortable, and draw out the quieter ones. Nevertheless, the warm-up period is often longer in China. The moderator also needs to be aware of the different ethnic and social backgrounds of participants.
Breaking up your groups according to gender and age, as well as many other criteria should also be considered carefully. Chinese cultural background might lead the discussion to be fully dominated by the senior participant, as youth are required to not disagree with older’s opinion. To a lesser, but still very significant extent, the same might occur with females in a group of males. Only native moderators will be able to manage these issues and ensure the maximum expression of everyone’s ideas.
The skills of a good moderator are myriad, but we find the most critical skills are: