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APRIL 1998
Insight Through Focus Groups
As part of the full-service spectrum, Beta also has special expertise in qualitative research. Focus groups are an important exploratory method of gaining insight into consumer attitudes, perceptions and motivations-information which is often difficult to obtain through conventional quantitative methods.
Beta Research offers highly trained moderators whose experience across industries includes:
- publishing/print media
- medical/pharmaceuticals
- consumer and business products
- cable television/broadcasting
The following biographies introduce two of our senior moderators.
CARYL KAHN-PrintMedia/Medical/Consumer and Business Products Focus Groups
Caryl has 16 years of qualitative research experience working directly with those in print media, pharmaceuticals and ad agencies. Caryl also has a wide range of experience with consumer product manufacturers and business product/service providers.
Caryl specializes in:
- concept testing
- positioning
- attitudinal evaluation
- product evaluation
- ad testing
Prior to joining Beta in 1991, Caryl worked in market research with the NPD Group in the Marketing Models Division (new product forecasting), the Ayerst Division of American Home Products (manager of primary research), KPR (advertising), as an independent moderator, and adjunct professor of marketing.
TERRY McNIFF-Electronic Media Focus Groups
Terry McNiff has 20 years of experience in sales, marketing and research within the media industry. Terry has conducted focus groups for a wide variety of media clients, including broadcast networks, cable networks, cable systems, and radio stations.
Terry specializes in:
- evaluation of programming
- evaluation of on-air personalities/hosts
- effectiveness of marketing/advertising
- image of broadcast/cable networks
- image of cable systems
- market potential of new technology
- potential of digital tiers
Prior to moderating, Terry was Manager of Client Services for AGB Television Research. Terry worked closely with the major networks and ad agency sponsors of the Boston Peoplemeter Test, presented monthly progress reports to New York, Boston, and Chicago clients and authored weekly articles based on test panel viewing results for publication in London media trades.
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