Posted By oomphhq on August 27th, 2013

Focus Groups – Uncovering the secrets of retail

Steve Jobs said  “You‘ve got to start with the customer experience and work back toward the technology – not the other way around.”

A focused group!

So what’s the best way to nail your customer experience? Ask your customers!

Oomph are currently are working with a leading global retailer who is looking to deploy iPads throughout their retail stores worldwide.
The objective of the App is to help guide shoppers through their sales process, even when the in store staff are busy. Critical to the success of the app is that shoppers can easily find the information that they are looking for and inspire them to discover new products.

Working within challenging timelines, the team at Oomph ran a number of Focus Group sessions with both internal stakeholders and real life shoppers.  After spending a few weeks developing and designing the App, we wanted real world confirmation that our approach was delivering on the objectives of the app deployment.

Focus Groups are a great way to get fresh eyes on the app, to iron out any bugs and especially important in retail deployments make sure the app is intuitive and fun to use. Make it too difficult and shoppers see it as a chore!

Internal Focus Groups

There are two reasons why this can be important 1) to make sure products and solutions are presented in an accurate way, that fit within brand guidelines and priorities and 2) to get senior level support and buy in (very important!)

External Focus Groups

We invited 8 brand advocates to come into a store and test the app. We gave the advocates 3 easy real world scenarios to run through on the app and then sat back and watched, listened and learned.  Oh and got them to fill in a simple questionnaire.

Keys to running a successful Focus Group

Give clear instructions for the participants, set the scene and provide context for how the app will be used in real world deployment (before you hand out the iPads).

Make sure you collect feedback via feedback forms, informal discussion and wrap with a group discussion allowing users to bounce their ideas and questions.

We created the following rules for the sessions:

1) Speak up – we value every comment and suggestion.

2) If you don’t understand something, please ask.

3) Be honest, even negative feedback will be useful.

4) Have fun, ask questions and enjoy yourself!

And it doesn’t hurt to provide some great thank you gifts to make sure the attendees feel valued.

A focused group!

 How focused were these guys!

If you are looking to deploy a mobile or tablet solution, focus groups can challenge your assumptions and highlight areas that you may have overlooked. They can also inspire new ideas and directions for future deployments. Please don’t hesitate to contact us if you’re interested in running User Testing.