Focus groups are a meaningful and alternative way to gather information directly from the regular visitors at a shopping centre.
Afroteq specialises in this method of information gathering, combining insights received with more traditional market research to compile a comprehensive report for the client.
The advantages of focus groups is that they are not static, but free-flowing, thereby allowing the well-prepared moderator to chase interesting comments, follow up on further information that will lead to more insight and nurture disclosure in an open and spontaneous format.
The traditional setting for focus groups is informal conversations over refreshments in one of the centre’s restaurants. With advances in technology, we have increased our repertoire to include online sessions.
Our approach to each focus group is unique, and we spend considerable time preparing, to ensure we ask the right questions to unlock the information you require.
The goal is to generate a maximum number of different ideas and opinions from as many different people in the time allotted. The small groups are made up of participants based on our client’s requirements.
Mystery shopping allows shoppers to interact and rate the service, staff, stock and overall look and feel of a store anonymously. The criteria, questions and rating will be customised to fit our client’s requirements and goals. After the store visits, we compile a comprehensive report, including observations and suggestions.