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Grow Boldly
 

Build better market positioning by listening deeply to your customers’ biggest needs.

This regional health system was looking to better serve the women in their communities. They had a compelling offering of services, but wanted to make sure they were speaking directly to the needs that are most top of mind and important.

After partnering with PATH to facilitate a full anonymous Focus Group process, it was clear that potential customers were both underserved and skeptical about the quality of potential services. They used our insights to speak the language of their target customers and focus on developing trust in the market.

 
 
 
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Client Impact Story

Focusing on growing market share by converting prospects to customers.

This client, a regional health system, had a small presence in the women’s health care market and wanted to grow market share. 

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Step One

Identify the Opportunity

The company needed a clear understanding of key market personas to create a data-driven marketing strategy.

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Step Two

Find the Solution

Our deep qualitative focus group process identified 2 key customer personas and themes of needs along with a foundational market challenge.

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Step Three

Take Action

Combining that with regional market trends and our decades of expertise in the women’s health care sector, we helped them focus their marketing strategy and language to speak to openings in the market that would give them a competitive advantage. 

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Step Four

Understanding Impact

The company was able to save considerable time and money by targeting their efforts to the services that were most desirable to the customer.

 

Data Defines Direction.

Our deep qualitative focus group process identified 2 key customer personas and themes of needs along with a foundational market challenge.

 
 

key insight One

Trust in the Market

Even compelling services and great positioning can fail when there is a lack of trust in the market.

Frequency of "Trust" vs. Other Key Terms

key insight Two

Focus Groups Provide Direction for Decision Making

This client was well-positioned with a deep understanding of their current customer base. A focus group process is a great partnership to inform marketing language and positioning with the customer’s voice in mind.

key insight THree

Word of Mouth Continues to Drive Behavior

Especially in markets with a trust problem, word of mouth continues to be the definitive channel for marketing. Understanding who your biggest advocates are and giving them the opportunity to advocate for you is key to success.

Which Resources Do You Use to Help Make Your Decision

 
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Reflection.

Focus Groups have been a popular tool to better understand consumers for decades, but they’re not always used effectively.   They are an amazing resource that provides a deeper and more vibrant understanding of specific personal perspectives.  What they aren’t is a statistically significant sample of your customers.  Focus Groups are a compass, not a precision GPS, and using them effectively can make or break the ROI on any of your initiatives.

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