How Do You Know What Women Want From Their Beer
Aug 11, 2010
You ask them. You talk to them about beer – about why they like it, what they want from it and what they don’t want from it.
Ginger & Gayle Goschie of Goschie (Hops) Farms are glad to talk about beer
Hold a focus group – WEB does them a lot to make sure information is current and to give an opportunity to get a group together to talk about all things beer.
They key for a successful focus group is be prepared. Have a short list of specific questions you want them to answer, between 12 and 20 is a good number. WEB just had a focus group in Portland OR and the 12 women who showed up were all directed to and back to these questions.
It’s easy to get sidetracked and to let one or two members of the FG dominate the group. You need the leader of the focus group to stay on track. Use diplomacy – introduce the group the format, tell them how it’s going to unfold including that you may guide them back on track if it gets too far off topic.
Encourage them. If they want to talk about other things, the pub or brewery where you are meeting would most likely be glad to have them stay afterwards and talk it out over a beer.
Be focused and we all come out ahead, women & men & beer alike.
Tags: focus groups, plan, talking about beer
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