What do YOU want?

  I’m not going to lie, this has been one of the more difficult blogs to write. I understand what Qualitative Research is, but how can I explain it? How can I relate it back to Entertainment Public Relations? I’ve been sitting here thinking about it for a good amount of time and realize how important focus groups can be for an Entertainment Public Relations specialist.

    A focus group is a way to reach out to consumers and customers in order to get feedback. (http://www.cse.lehigh.edu/~glennb/mm/FocusGroups.htm). In the entertainment world, feedback is necessary. It helps the industry in seeing trends and uncovering what it is audiences enjoy. Studio heads with their public relations agents, can sit down with groups of people and ask them questions about the latest television shows and other entertainment areas. They can then draw conclusions on how to market and who the best target market segments would be.

    I also found this YouTube video on tips for conducting a focus group to be helpful. Business Tips for Conducting Focus Groups explained in less than 3 minutes some good ideas for a focus group.  It explains how important it is to get the consent from all the participants, whether it is verbal or written documentation, you need to make sure everyone has a general understanding of what it is they are getting themselves into.

     Another tip the video stressed was the need for a game plan. It is important when conducting a focus group that you have the questions you want answered and not to stray away from them. Otherwise, it could be considered a waste of time and money if we don’t uncover what we were set out to do.

    Focus groups are definitely necessary in the world of Public Relations when conducting research. We learn the likes and dislikes of our most valuable audiences. Entertainment professionals need to know what their consumers want to see. The in class presentations we have had over the past few weeks have clarified this and the different type of research methods.