SoCal 2010 TSX Focus Group
01-10-2012, 02:07 AM
#1
not superchaged
Thread Starter
SoCal 2010 TSX Focus Group
I've been selected to participate in a focus group for the 2010 TSX next Tuesday at 8:00 pm. Two hours for $150.
I got no experience with this type of thing. What should I expect? Also you guys got anything to chip in? Think of it as if you are part of the group. If anything I imagine Acura would use this data to make some final twinks for the ILX.
I got no experience with this type of thing. What should I expect? Also you guys got anything to chip in? Think of it as if you are part of the group. If anything I imagine Acura would use this data to make some final twinks for the ILX.
01-10-2012, 08:05 AM
#2
Burning Brakes
Did they say it was for Acura? I was contacted last year about a focus group since I have a 2009 TSX so I thought it was for the next generation of Acuras. When I showed up, I found it was for the next generation Nissan Altima and Sentra...
They gave me an industrial survey tablet and I followed the instructions on the tablet walking around the design studies along with other manufacturer cars that were there for comparison. I ripped them up on the survey and they called me back to see if I wanted to come back for a more in depth round table discussion. I went back for another $150 and was put in a group of mostly soccer moms and female divorcees. I was the only male, automotive enthusiast, engineer in the group.
Nissan had thier designers and engineers come in and go to a different area of the building. During the discussion, there was a "host" with an earpiece and mic and a camera man. The host would ask us questions and guide the discussion along while the engineers/designers watched the feed from the cameraman. He would get questions from the engineers/designers from his earpiece. They kept asking me question since I was speaking thier industrial design/engineering language (belt lines, shoulder lines, dynamics). The soccer moms would say "It looks swoopy" or "It looks mean"...
Good luck and have fun with it!
They gave me an industrial survey tablet and I followed the instructions on the tablet walking around the design studies along with other manufacturer cars that were there for comparison. I ripped them up on the survey and they called me back to see if I wanted to come back for a more in depth round table discussion. I went back for another $150 and was put in a group of mostly soccer moms and female divorcees. I was the only male, automotive enthusiast, engineer in the group.
Nissan had thier designers and engineers come in and go to a different area of the building. During the discussion, there was a "host" with an earpiece and mic and a camera man. The host would ask us questions and guide the discussion along while the engineers/designers watched the feed from the cameraman. He would get questions from the engineers/designers from his earpiece. They kept asking me question since I was speaking thier industrial design/engineering language (belt lines, shoulder lines, dynamics). The soccer moms would say "It looks swoopy" or "It looks mean"...
Good luck and have fun with it!
01-10-2012, 08:42 AM
#3
You are so lucky! I'd love to be in a focus group. I used to host some at my old job for our spirits client. You're basically given money for your opinions. Be honest and don't say things only because you think that's what they want to hear. Researchers take what is said seriously and formulate strategies accordingly. Of course, if you're an outlier in a group, then they might take your opinion and run with it.
01-10-2012, 12:45 PM
#5
thunderbt's post says it all. Enthusiasts are not the target market. Soccer moms are. It's all about the bottom line.
01-10-2012, 01:17 PM
#6
Burning Brakes
Those focus groups are hired by the manufacturers. Their job is to run the survey, maybe transport the prototype/show vehicles around the country, setup focus groups, and collect data to give to the manufacturer's marketing or engineering group. They get your information from when you bought your car or other survey's like JD Power, so they know what you already have and are interested in what you think of their show car and how it compares to your car.
$150 sounds sweet too
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01-10-2012, 03:28 PM
#8
not superchaged
Thread Starter
No Ed, I'm a soccer MILF! You under estimated me esse...
The group did not specific what manufacturer is behind this. It might have something to do with the next generation of midsize sedans getting the "pass me down" features from their higher level siblings.
I do agree that enthusiasts are a small group and amongst the enthusiast those who are actually willing to fork out the money are in a even smaller group. A focus group should help the manufactures gets a good idea of who drive their cars. I'm on the younger of the bell curve at 26 and probably the only person there who plans to mod the car.
The group did not specific what manufacturer is behind this. It might have something to do with the next generation of midsize sedans getting the "pass me down" features from their higher level siblings.
I do agree that enthusiasts are a small group and amongst the enthusiast those who are actually willing to fork out the money are in a even smaller group. A focus group should help the manufactures gets a good idea of who drive their cars. I'm on the younger of the bell curve at 26 and probably the only person there who plans to mod the car.
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Eggs999bacon
2G TSX (2009-2014)
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