Methodology
 Focus
Group Research
Category
Retail
Client Goals
Establish
direction and creative ideas for
sponsoring local youth sports initiatives
Realities
Client
wanted to initiate a community-directed
activity in connection with youth
sports. The research was designed
to determine the best means to
get involved from the standpoint
of both consumers and employees.
In order to successfully determine
the best approach, the Client needed
to:
- Comprehend
how meaningful
youth sports was among Client
customers
- Better
understand needs
of youth sports within communities
- Gain
reaction to and
expand upon current youth sports
ideas/concepts
- Gather
and test new
ideas/concepts that support
the youth sports initiative
(i.e. field refurbishment,
coaching center, awards program,
loyalty card, youth sports
day, etc.)
SRi Strategies
Conduct
20 focus groups (five each in four
cities) with employees and consumers
Lead
discussion with consumers to
determine priorities and get
suggestions for types and scope
of potential projects
Lead
discussion with employees to
assess their receptiveness, gauge
viability of the concept and
confirm consumer input
Measurable
Employee
Results
Gained a perspective on sales
associates’ opinions of the
company as an employer
Learned
how employees felt about specific
youth-oriented programs presented
to them
Measurable
Consumer Results
Client
was able to gain qualitative and
actionable information as a result
of SRi’s findings. A field
refurbishment test program was rolled
out to local markets. SRi research:
- Assessed opinions of potential
programs presented
- Assessed which programs would
elicit the most positive response
- Earmarked locations and specific
improvement projects
- Provided creative and strategic
direction for revamped program
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