Leveraging in-person events for product focus groups
Case Study - Product Focus Group
In today's fast-paced digital world, companies often rely on virtual or online communication channels to gather product feedback from their customers. While these methods can be efficient and convenient, there is still great value in face-to-face interactions and discussions. This is where hosting focus groups at events can provide a unique and beneficial opportunity for both companies and their customers and recently, we did just that at Event Tech Live for Lineup Ninja.
The Challenge
Event Tech Live, a leading exhibition for event technology, sought to introduce a new initiative that would provide candid customer feedback in a collaborative setting with a product focused workshop at the event.
The goal? To gather unfiltered insights from customers about their experiences and opinions of the product, all in one room. To find out what they didn't know. To uncover gems that would help make a real difference for Lineup Ninja and ultimately its customers too.
Pre-Event
Pre-event, Waves Connects interviewed Lineup Ninja to get a full overview of product functionality and to ensure we had a good understanding of the known challenges that Lineup Ninja believed they faced.
This facilitated the crafting of a thematic set of questions designed to guide the conversation effectively, ensuring that every aspect of client feedback was thoroughly explored and articulated.
At-Event
At Event Tech Live, the reins of the product-centric workshop for LineUp Ninja were held by Waves Connects where we navigated the conversation, fostering an environment that welcomed open and candid exchanges.
Once the introductions were over, we kicked Joe form Lineup Ninja out of the room (or dome, provided by Evolution Dome), which helped to set the scene for an open and honest product discussion.
To prevent the possibility of participants collectively dwelling on a single area of discontent, a well-structured dialogue was facilitated. This approach ensured that the discussion was comprehensive, encompassing key aspects of the product, customer service experiences, and future enhancements to the product, leading to a more holistic understanding of the user experiences and expectations.
Post-Event
The feedback from the roundtable discussion was compiled into a comprehensive (anonymous) report, which included both a summary and recommended actions to Lineup Ninja for them to action and improve their product and service based on real user experiences and needs.
It is too early yet to say the impact the session had for Lineup Ninja, but the response from Lineup Ninja was great and we are hopeful that the insights gained will lead to further product enhancements and a deeper understanding of their customers' needs.
We host workshops, so you don’t have to
Product focus groups are an effective tool for gathering customer insights, validating product ideas, and refining products to better meet customer needs.
Our engaging workshop and focus group event facilitation services are designed to foster interactive discussions, stimulate innovative ideas, and encourage productive collaboration. We create environments that inspire learning, sharing, and growth among participants.
If you need a host for your next product workshop or focus group, get in touch with Waves Connects to see how we can help you gather valuable insights and enhance your product or service.
“Working with Wave Connects was crucial to the success of these focus group workshops.
With clients eager to capitalise on the event and have their customers take time to engage at the event it’s essential that we independently help facilitate open conversations and provide feedback so that the customer can take action post-event and get the maximum value from their investment and the interaction.
It takes someone of experience to deliver that in an effective way and Matt has the experience we needed to activate in this effectively ”
Peter Richards, of Gleanin, who attended the session as an eventtech partner of Lineup Ninja, described the session as "insightful and enjoyable". He added, "Everyone was made to feel involved and the candid feedback led to clear themes, actionable improvements, and new feature requests. 10/10."
The impact of at-event focus groups
This approach to customer feedback proved invaluable.
It allowed for real-time conversations and valuable insights that could lead to further improvements, without requiring additional time or expenses for the supplier. They didn't need to book a meeting room in a central location, pay for travel or food expenses of guests invited or deal with the logistics of organizing a separate event.
An unexpected advantage emerged from the focus group at Event Tech Live, as customers began to unravel each other's challenges. As one participant insightfully remarked, "The collective dialogue about the product was incredibly beneficial. The discussion inadvertently facilitated product discovery, where we found ourselves educating each other on the product's usage!"
It also emphasized the importance of face-to-face event interactions, where diverse individuals can share their experiences and ideas in a productive and collaborative environment. It also showcased the value of such discussions at events, where there is an already engaged audience eager to participate and provide feedback on products they use or are interested in.