Portfolio: METHODS
Focus Groups
The goals of a focus group are to discover the beliefs, behaviors, pain points, fears, and motivations of users who closely match the demographic, motivational, and behavioral criteria of your customers. In this study we wanted to:
- Understand why consumers want to shop for a car
- Understand how our users research and shop for cars
- Find out what creates a good car shopping experience
- Find out what gives users confidence
- Understand what are the emotional components of car shopping
- Find out how consumers want to see cars classified & categorized
We recruited 3 groups of users for our focus groups: recent car buyers, current car shoppers, and future car shoppers. From these focus groups we were able to determine, prioritize, and map out the key steps in the car shopping journey for our users and, more importantly, discover new tools and features that car shoppers want but we did not consider.
- Download the Final Presentation with the Findings & Recommendations: Final Presentation, CarZen Focus Groups
- Download the Recruiting Screener: Recruiting Screener, CarZen Focus Groups
- Download the Moderators’ Guide (Test Plan): Moderator Guide, CarZen Focus Groups