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) (*)