• Falcon focus group (2013) (*)

    Objectives

    • Gain understanding of Vietnam’s furniture retail market including customer’s behavior and preference
    • Obtain direct feedback about Centro (at Indochina Plaza Hanoi), the retail arm of Falcon Incorporation

    (*) in partnership with NBS Consulting

  • Falcon focus group (2013) (*)

    Challenges

    • Seek for quality moderator with great market knowledge and understanding of Centro
    • Engage attention of reporters (as respondents of 1 of the 2 focus groups) as they are usually very busy and not up for survey like this

    (*) in partnership with NBS Consulting

  • Falcon focus group (2013) (*)

    Strategies

    • Develop very detailed script for moderators
    • Work with Jolen’s close media contacts to invite to the focus group

    (*) in partnership with NBS Consulting

  • Falcon focus group (2013) (*)

    Activities

    • Conducted a focus group at Centro showroom for 2 groups: influencer group which included architects, interior designers, property developers, and media group which included senior editors and reporters from interior design and lifestyle publications
    • The focus group reports contributed to a comprehensive market survey report (in combination with an end-user phone survey)

    (*) in partnership with NBS Consulting

  • Falcon focus group (2013) (*)

    Results

    • 6 influencers and 8 media reporters joining the focus group
    • Findings supported recommendations for a re-branding campaign for Centro

    (*) in partnership with NBS Consulting

  • Falcon focus group (2013) (*)