The second question is the same, but in a formal setting. Think of giving a short pitch about your brand during a networking event.
The last question is for participants to write down associations. For example: 'What kind of person would company X be, and what character traits does he/she have?'
Key brand values
Have participants read their notes and then write them down on a card. Participants (either with each other or in groups) then sort the cards by theme, hopefully leading to an in-depth discussion. Participants often agree on the why, how and what from Simon Sinek ’s Golden Circle model . Participants can then select the 3 most important brand values.
Finally, the participants' visions of the future can be discussed. For example, ask the focus group the following questions:
How do you see the organization in 3 years?
What kind of employees will be walking around here by then?
Who are your customers then?
What products/services will you be delivering by then?
The participants answer these questions individually, after which a top 3 is made by all participants.
2. Actual DNA
The above steps are also taken when finding out the actual DNA. Only the last step, the questions about future dreams, are only intended for the focus group of the desired DNA.
The real DNA is in the organization itself, or in the employees. The focus group(s) therefore consist of employees from the entire organization. You can choose to keep departments together if you want to find out the differences in culture. Or your focus group is a mix of employees from different departments.
Also read: Focus groups: How to develop a website together with your customers
Then repeat the steps above. Then ask employees about their social media use. This way you can already inventory how much support there is for using this as an organization. From our own experience it also seems smart to inventory who the pioneers are in this area at this stage. These people can act as coaches for their colleagues canada telegram data when filling in the social media strategy. More about that later.
Questions about customers
In addition to the additional social media questions, it can be smart to ask commercial employees questions about the customer at this stage. They will then feel more involved in the organization. Think of questions such as:
How do you think customers see the organization?
How can we best reach customers with marketing (with which resources and content)?
This information can also be valuable if you want to compare the insights you have gained with insights from the experienced DNA phase.
3. Experienced DNA
The experienced DNA includes the image that customers have of you, as well as the experiences of these customers with your brand. You sketch this image by conducting in-depth interviews with customers (in some cases with suppliers). Preferably this is done on location at the customer's location, but you may find another interpretation more practical.