Ghent Focus Groups
Since 2012, our team has been working with Ghent, a brand of GMi Companies, to help solidify its brand position as a go-to resource for glass boards, whiteboards, and other communication products designed for contract furniture dealers. Ghent wanted to understand the complicated world of specifiers and define strategies to better connect with them, so we leveraged an extensive, in-industry network to help the company conduct quarterly focus groups in key markets. These sessions gave Ghent the opportunity to be the “fly on the wall” of richly facilitated conversations where the company was able to hear intricate details about why certain products were selected over others. Ghent also was able to hear direct feedback on current products it had in development. Having a third party help facilitate conversations like this can encourage honest, authentic feedback without any bias. It also allows a company to grow its reach by capitalizing on a broader network of expert industry opinions.
Scott Bowers, Director of Product at GMi, says, “CCG has been a key partner to our business. Their vast industry connections and creative thought process have accelerated our team’s understanding of the contract interiors market. This has translated into more successful product launches by giving us the tools we need to be confident in our messaging and on-point in the creation of strong, appropriately-targeted marketing materials.”
Because of the successful outcome of past projects, we continue to partner with Ghent on bi-annual focus groups across the country. This creates an ongoing, evolving dialog for Ghent, which helps the company keep a pulse on the market.
- Focus Groups
- Competitive Analysis
- Product Concept Validation
- Creative Brainstorming and Strategy Sessions
- Business Strategy
- Product Development Strategy
- Trends Workshops