焦点小组访谈—单面镜会议室
Focus group conversation-single mirror conference room

北方纵横北京朝阳路会议厅,“单面镜会议室”。可承担消费者和管理者焦点小组访谈，管理者深访、小型论证会、研讨会，及其他集体调查项目。
“Single mirror” conference room, bei fang zong heng, chao yang road, Beijing. We can undertake purchaser and manager’s focus group interview, manager’s deeply interview, seminar and other group research projects.

以“焦点小组访谈”方法进行市场调研的特征：
The features of "focus group interview" method of market research:
1、以受访者动机、态度、行为方式、感情及信仰为数据采集目标；
1. As respondents motivation, attitude, behavior, feelings and beliefs as data acquisition targets;
2、以直觉的、开放式的方法进行数据采集；
2. With intuitive, open approach for data collection;
3、小型配额样本。针对消费产品调研的群体，一般为8-10人。针对某种特定产品（包括服务产品）调研的群体，一般为5-6人。当涉及问题比较复杂时，也可组织3-4人的“迷你型”座谈会，在更深层次上挖掘数据。
3. Small quota samples. For consumer products research groups, usually 8-10 people. For a particular product (including services and products) research groups usually will be 5-6 people. When the complex issues involved, they can organize 3-4's "mini" forum, in a deeper level data mining.

"焦点群体访问"（座谈会）可用于以下目的：
"Focus groups access" (forum) can be used for the following purposes:
1、洞悉背景：为产品类别（包括服务产品，下同）提供重要背景信息。
1. Insight into the background: provide important background information for the product category (including services and products, same as below).
2、验证主题：对产品主题进行定性化验证。
2. Validation Topic: The product theme qualitative validation.
3、测试创意：对创意文案进行定性化测试。
3. Testing Creative: Creative Copywriter for qualitative tests conducted.
4、规范问卷：构建或调整定量化的调查问卷。
4. Standardized questionnaire: build or adjust quantitative questionnaire.
5、产生理念：了解新产品概念，为创新的概念产生理念。
5. Generate ideas: Learn new product concepts, innovative concepts to produce ideas.
6、激发创新：刺激与旧产品有关的新产品。
6. Stimulate innovation: stimuli new products which related to old products.
7、理解品牌：理解对于品牌的情感反应。
7. Understand the brand: understanding the brand's emotional response.
8、解释数据：解释已经获取的定量调查结果。
8. Interpretation of the data: explain the quantitative interpretation of the survey results which have been obtained.

焦点群体访问方法经常可以发现意外的东西，为客户的相关决策提供依据或重要启发。这会在不受约束的群体讨论中产生。
Focus groups access methods usually can find unexpected things for clients or provide the basis for decision-making related to important insights. This will be generate in group discussion under unfettered.