Focus Groups & Report
Papé
Papé, an Oregon-based capital equipment provider operating more than 160 locations across nine states, turned to FPW Media to conduct a series of annual focus groups to gain qualitative insights into key aspects of the brand’s customers and how they interact with their equipment providers. These focus groups were conducted over the span of several years, both in-person and virtually, to capture valuable insights from both customers and non-customers.
THE SCOPE
- Focus Group Creation: FPW created a series of questions to engage participants in expanded conversations related to the Papé brand and participants’ interactions with the company.
- Participant Selection: Participants were sourced through a variety of methods, including CRM outreach to existing customers and a partnership with Sago, a leading focus group provider, to identify and incentivize qualified participants who matched Pape’s customer profile.
- Conduct Focus Groups: Focus groups were led by FPW Media’s lead moderators and recorded for analysis and report generation.
- Report Generation: Our findings were compiled into a high-quality, polished report to be presented to the Papé Board of Directors. This report included demographic data of participants as well as contextual information, quotes, and recommendations for strategic improvements based on response trends over the multi-year project phase.
THE PROCESS
- Data Analysis: Our team conducted robust analysis of the focus group results to identify patterns in responses and commonalities across Participants.
- Survey Creation & Copy: Crafted clear, engaging questions that align with Papé’s brand voice, with an emphasis on posing ethically worded questions that were not misleading or biased. These questions were open-ended to allow for ongoing conversations to occur among the participant groups.
- Report Design: Craft a visually branded print booklet of the focus group report, with visually engaging data charts, imagery, pull quotes, and easy to follow recommendations.
- Strategy Development: Ongoing brand strategy recommendations were provided by FPW’s Brand Strategy team to capitalize on the findings of the focus groups.
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THE RESULTS
The focus group research conducted by FPW Media informed strategic recommendations and provided valuable insights into customer purchasing behaviors and brand loyalty across Pape’s target industries. By translating direct conversations with Pape customers into actionable recommendations for ongoing marketing efforts, FPW helped Pape refine its customer service and sales initiatives to improve customer satisfaction and address customer pain points.
The FPW Difference
FPW Media is your fully integrated marketing partner. We make the impossible possible on a daily basis for our incredible clients. Our unique company structure allows us to perform all of our services in house with a critical eye for consistency and detail. From start to finish we are able to ensure the goals of our clients executed without compromise. If you can dream it, we can make it reality.