In 1998, Darshan Mehta pioneered online focus groups and surveys and founded iResearch, an online insights platform that enables companies to quickly, easily and affordably extract consumer and employee insights worldwide. He draws upon more than twenty years of marketing strategy experience to help business leaders understand and leverage changing consumer preferences. He is also an adjunct professor at universities in Thailand, Sweden, France and the United States.
Click-through rates, purchasing history, engagement rates—such metrics are helpful, but for ultimate success as a brand, you need to get beyond the what of customer behavior and uncover the why. Focus groups are one of the most effective ways to do that. They allow you to engage your customers in conversation and gain valuable qualitative...
January 27, 2022