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Equal rights in buying a TV set
2009-12-28
Focus Group Interview research test conducted by Gemius and Ipsos in Hungary
Gemius and Ipsos have conducted the first tests of a new type of online research in Hungary – Focus Group Interview – at the request of the Kirowski media agency and Samsung. This innovative and convenient method of study provided the Client with interesting results regarding the consumer decision-making process during the purchase of white and brown goods.
The Online Focus Group Interview research test was carried out in Hungary in October 2009, for Kirowski, a Hungarian interactive agency, part of the global Isobar group, with the final client being Samsung. The aim of the study was to provide the customer with an insight into the decision-making process taking place during the purchase of “white and brown” goods: from vacuum cleaners and fridges to sophisticated hi-fi systems. Although this type of online research is not entirely a novelty in Hungary, the benefits of this technique are not widely known yet. During this specific study, online chat, developed by Gemius, allowed the simultaneous participation of Hungarian internet users from all regions of the country.
Upon comparing this type of research with traditional focus groups, one notices that the online type is much quicker. Robert Pinter, online strategic director of Ipsos in Hungary comments: “The transcript of the discussion is ready immediately following the end of the discussion and the participants do not have to travel to take part in the study – they simply log on to the chat-resembling interface and participate in the research. It makes them feel comfortable and triggers more open and sincere opinions, even when discussing the most intimate of issues. The moderator monitors the dynamics of the group, encouraging participants to discuss, share their views and do the tasks he gives them by, for example, using traditional projective techniques online.”
The results of the research provided the Client with important insight into the factors that have a crucial influence on choosing specific “white and brown” goods. Based on the research participant answers, it seems that there is a sharp division of activities during the decision-making process between the two genders, namely, different criteria are taken into consideration by women and men, as members of each of these groups are experts in different, specific areas. The former choose products by focusing more on their design and when this feature is considered, they are the main advisors. The latter, on the other hand, are specialists when it comes to technical data or the comparison of products based on their functionalities and features. Focus group participants declared that in their households, women buy such products as irons, vacuum cleaners and washing machines, whereas men buy rather TV sets and hi-fi systems. Interestingly, during the consideration of the price a couple can afford, this is decided together.
What is more, the research participants admitted that making decisions in a situation where there is an abundance of goods is not an easy process and this is why they often resort to the advice of friends, relatives and sellers. Among the research participants there were persons who trust only in their own judgement and taste and, moreover, they like also to help others make up their minds. The internet was mentioned as a great source of information, mostly thanks to the reviews of other customers who share their good or bad experiences regarding certain purchased products and services. Many mentioned loyalty to a particular brand or consideration of possible servicing as important factors influencing their choices. However, in the Focus Group Interview, there were also respondents, who claimed that sometimes they simply “fall in love with a product” and buy it at any price.
The participants of the research appreciated the faster pace of discussion that the study triggered. According to the Samsung employees who took part in the study, the dynamics of the group differed significantly from that in offline focus groups. As they commented: “It was very surprising how quick the discussion was, as compared to offline studies.” The participants were very active, less inhibited and influenced by each other than when sitting in a room face to face. They stressed the fact that “the 1 hour and 40 minutes study went very quickly”, and that “the interface is very user-friendly”, also that “it was very useful that they could whisper to each other” and the questions emerged in such a way that they could become a part of the discussion. As Marta Klepka, Deputy Director of International Operations in Gemius commented: “Gemius is extremely satisfied with the gemius/Ipsos FGI test in Hungary. This technique is also used by Gemius on other markets, in Poland, the Czech Republic, Slovakia, Slovenia, Croatia and Romania, and we are looking forward to adding it to our research portfolio in all the countries where we are present. This is a unique opportunity to popularise online qualitative research in Europe and a chance to run research studies with international brands from any industry, not only those which are typically online.”
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Contact:
Ács Tamás - tamas.acs@gemius.com
Press contact:
Grażyna Jakubowska, PR Specialist - grazyna.jakubowska@gemius.com