The Upper Arlington Area Chamber of Commerce recently conducted a series of focus groups to gain insight and engage membership on discussions about current and future products and services being offered.

The Upper Arlington Area Chamber of Commerce recently conducted a series of focus groups to gain insight and engage membership on discussions about current and future products and services being offered.

A focus group is a marketing research tool in which a small group of people (typically eight to 10 individuals) engages in a roundtable discussions on selected topics of selected topics of interest in an informal setting. The focus group discussions were led by Deborah Taylor with the MacIntosh Company, Edie Blough with Title First and Colleen Krupp with First Community.

Together they helped guide the discussion in order to obtain the group's opinions. "Focus groups can provide marketing managers, product managers, and market researchers with a great deal of helpful information," said Cathy Miller with the Arlington bank and chair for the membership taskforce committee.

The focus groups:
Provided an evaluation of how members value current products and services offered by the chamber currently and how that relates to value of membership investment. The evaluation was formative and qualitative. This means that our primary point was to gather information that the chamber fine-tunes and improve its ongoing efforts; and that the information we collected is by design descriptive rather than numeric. We have a system for quantifying qualitative information, but for now, we didn't want to be concerned with counting thingswe just wanted their words and their impressions. All the information collected will be kept confidential as to who provided it so that all participants could share and speak freely. A base line discussion on Tier Membership dues structure. The taskforce membership committee is comprised of the following board members, Deb Taylor, Rob Radcliff, Cathy Miller, Edie Blough, Charles Griffith, Colleen Krupp, Karen Hamilton and Becky Hajost.
The committee will continue to meet to discuss the outcome of these focus groups as well as contrast and compare other like chambers across the country. "At the end of the day it's all about a great customer experience," said Reg Warner, CFO.