Focus Group

Methodology

During my research, I spoke with ten people about their perception of oysters. The group was made of males and females ages 23 to 53. Their ethnicities consisted of Hispanic, Caucasian, Hawaiian and Filipinos.

I asked the subjects the following questions. First, I asked if they had ever tried oysters before. If so, how and when did they eat them. If not, what was the reason they didnt eat them. Next, I asked how they felt about oysters and what their perceptions were.

Summary and Responses:

The responses I received showed different perceptions of oysters. Half of the group consumes oysters in a variety of ways. The other half had never tried them before and had no desire to do so due to their appearance. Some people called them slimy, some had a disgusted look on their face and one of them said, what looks good to my eyes does good to my stomach. Many of the subjects identified oysters as an aphrodisiac. There were no subjects aware of the many benefits oysters offer.

Conclusion:

After conducting my research I have concluded that there are mixed feelings when it comes to oysters. In addition to this, most people are unaware of the many benefits that eating oysters may represent. One of the things concluded from the study group is that people perceive oysters as being an aphrodisiac, for this reason I have decided to target males and females 30 to 44 who have one or more children. Advertisements will tap into the Cooconing trend and the Fantasy Adventure trend developed by Faith Popcorn. The Cooconing trend states that people in my target demographic are doing as much as they can to stay inside their home. Ads will show how oysters can give consumers a great date night right in their households and will motivate consumers to add them to their diet. The Fantasy Adventure trend states that people in my target demographic want to experience a wild retreat from the world into exotic flavors. Ads will also show how oysters will bring that exotic flavor and will motivate consumers to consume them.