Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the potential for market research bias stemming from focus groups Student audience: This exercise is more suitable for students of marketing research. Exercise time: The group discussion time should be around 5-10 minutes, plus any additional time for an overall class discussion.

Student Task

In his book, Sergio Zyman highlights an interesting market research situation he was involved in.

Sergio’s firm was undertaking a major qualitative market research study, using focus groups, for a major beer brand. When the results were returned, the consultancy and the brand itself were concerned about some of the findings and some of the consumer perceptions of the brand.