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Focus Group Research And Qualitative Customer Analysis

Discussion with small groups of customers in multiple jurisdictions covering customer needs, customer expectations, reaction to new product offerings, casino brand identity and customer perceptions of the “brand,” etc… Dr. Lowenhar has moderated hundreds of focus groups, with participants including invited, targeted casino customers, as well as the occasional group of casino employees. Focus groups and qualitative survey instruments strive to dig deeper into underlying reasons for quick, surface answers to questions such as, “Which do you prefer, A or B?”, “What do you think of when you hear the name X?”, and “What would make you a regular customer of Casino X?” These are just a few examples of important questions that can best be addressed in a casual, small group setting with a skilled moderator directing the discussion.