Focus Groups

One of Canada’s largest charities faced one of a brand’s largest challenges: inconsistency. From coast to coast, this organization was living very differently in the minds of its target audience.

MacPhie moderated focus groups in three provinces to better understand the needs of key stakeholders for our client in relation to a nationwide information product. Based on the results of this research, MacPhie was able to make clear and tailored recommendations that led to a more consistent and compelling brand.