Focus Groups

Focus groups are a useful tool in determining members and customers’ perceptions, expectations and issues. This essential information provides clubs with an in-depth understanding of the needs of their target markets, and is the defining point for many quantitative programs, such as telephone research.

We offer two types of focus groups; internal and external. Internal focus groups involve Lawler Partners Hospitality training club staff to lead discussions and equip them with the necessary tools to regularly hold in-house focus groups. External focus groups are when our experienced Lawler Partners Hospitality staff facilitate the discussions and make insightful observations of participants’ attitudes, behaviours and concerns.  

Our Experience

Lawler Partners Hospitality has utilised focus groups to undertake qualitative market research for hundreds of clubs across a number of states for over 20 years. Our structured approach to focus groups is the most appropriate means to researching and gathering data on customers' behaviour, attitudes and perceptions.

General Focus Groups

Through a guided general discussion group, we can identify customer preferences, the impact of venue developments, changing competitor strategies and shifting external economic factors. In turn, this provides us with a comprehensive guide for further quantitative research.

Industry Specific Topics - Lawler Partners Hospitality has developed a wide range of focus groups designed to cover a broad range issues.

Event/Concept Specific Groups

Depending on your club’s circumstance, we can personalise focus group discussions to thoroughly cover specific topics to meet your objectives. Areas that we frequently use focus groups include:

• Multilingual focus groups are a new and exciting product that offers ethnic clubs the opportunity to hold focus groups in their desired language. This breaks down the language and cultural barriers and determines the needs and desires of particular ethnic markets.
• Smoking focus groups have evolved due to a permanent shift in the behaviour and spending patterns of customers; particularly by gaming patrons since the smoking bans. This provides clubs with a platform to implement strategies that re-coup lost revenue and market share.
• Bar/Food/Entertainment focus groups concentrate on customer perceptions, levels of satisfaction and suggestions to improve or extend facilities for example to meet members’ constantly changing needs and desires.
• Staff focus groups involve discussions that are directed to elicit information focusing on human resources objectives. This particularly highlights the team’s strengths, weaknesses and opportunities to move forward.

Contact Us

For more information on any of our focus groups product and how they can help your venue please contact:

Peter McLean on 0425 266 120