Focus groups are structured group interviews that quickly and inexpensively reveal a target audience’s desires, experiences, and priorities. What is the main difference between interviews and focus groups?
- Interviews entail speaking to one individual at a time.
- Focus groups gather a group of people to discuss the topics and issues.
- For the same number of interviewees, the time and cost of conducting focus groups is much smaller than conducting interviews
When focus groups are used early in the program development cycle, they are good for generating ideas, prioritizing benefits, and understanding the needs of target audiences. The advantage of a focus group is that group discussions can help generate ideas in greater detail or uncover business needs that we might not have known.
Goals
The focus group sessions will help gain valuable insight to developing Global Supplier Diversity Business Development programs.
- What are the participant’s expectations for the Supplier Diversity Initiative Program we are developing and leveraging at Cisco Live?
- What benefits are most attractive to the participants and why?
- What are the Indirect Diverse Suppliers and Diverse VARs feedback desires, motivations and expectations of the Supplier Diversity Program initiative we are developing?
Why this is important
- The purpose of this focus group is to get first-hand information from our Indirect Diverse Suppliers and Diverse VARs in-country, which have been identified and invited to attend a tailored one-day program at Cisco Live.
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