Interviews and Focus Groups
15 May 2008
This CASE webinar covered how to use focus groups to collect insights and feedback on your key audiences and stakeholders in order to enhance your branding and marketing strategies. Topics included the elements, steps, trade-offs, and pitfalls you need to consider in conducting qualitative research; how you can ensure your research is sound; what your options are for getting your in-depth interviews and focus groups completed within your budget and timeframe; and how to ensure that your qualitative research will provide you with actionable findings that will achieve buy-in among your campus colleagues and ultimately drive your desired results.
Elizabeth Scarborough, president and partner, SimpsonScarborough