Explain carried out focus groups within the region, taking a qualitative approach to achieve an in-depth understanding of why people think the way they do, what motivates choice in terms of funerals and commemoration, and what barriers there are to choosing a ‘new’ brand when organising a funeral. Working closely with the Innovation Manager from Science City, Explain incorporated into each discussion group, the use of worksheets to stimulate thought, discussion, and to be able to collate data effectively as part of the analysis.

The worksheets also made the groups very interactive, encouraging those who may usually take a back seat, to confidently air, compare and debate their views, as everyone in turn was asked to share their feedback with the group. This kept respondents engaged with the subject which is not typically the focus of everyday conversation with loved ones, never mind strangers. 

The insight gained from the focus groups has been used by the Innovation Manager at Science City to develop her business proposition in line with the findings. This has resulted in a radical change of focus, the need for which would not have come to light had research directly with the target audience not taken place. By focusing the attention on the target markets beliefs, attitudes, wants and needs, Explain were able to give very concise feedback supported by a depth of understanding, which has made for sensible decisions and a revision of the business model originally in mind.

"The team at Explain were highly professional and organised at all times. The facilitation of the focus groups was excellent; professional, well informed and respectfully drew out the responses which were critical to the development of my business proposition. I have already recommended their service to some of my contacts."

Laura Williams, Innovation Manager, Science City