Focus Group

Team 2
Manda Corral
Sara Downs
Delaney Davin
Madison Gielda

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Focus Group Overview
Group Two conducted a focus group on Wednesday, October 24, 2018, at 4:00 p.m. in room 310
of the Communication Building at Northern Arizona University. The moderator was Sara
Downs. Manda Corral was the scribe and took notes on the whiteboard at the front of the room.
They both presented the positioning statements to the group. Manda Corral completed the
questionnaires and Sara Downs calculated the average scores. The focus group consisted of 7
participants, including three males and four females. Their ages ranged from 18-30+ years old.
The focus group was an hour and 20 minutes long, beginning at 4:15 p.m. and ended at 5:35 p.m.

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Moderator Questions

1. What do you like best about frozen pizza?

2. What do you like least about frozen pizza?

3. Think about the last time you ate a frozen pizza. You ate frozen pizza instead as a ... (e.g.

lunch, snack, dinner, etc.)

4. Some brands of frozen pizza compare themselves to delivery pizza. How does the brand

of frozen pizza you ate last compare to delivery?

5. What brand of frozen pizza did you buy last? Why did you purchase this brand?

6. If you could make the brand you bought last better ( other than changing the price) what

would you do?

7. Have you ever tried Newman’s Own? What did you like best about it? What did you like

least about it?

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Moderator Questions Response
1. What do you like best about frozen pizza?
The consensus the group had on this question is that the best aspects of frozen pizza is that
it is convenient and inexpensive.
2. What do you like least about frozen pizza?
What the group liked the least about frozen pizza is that there is not a large variety of
flavors and that the texture of the pizza crust and dough can be too soft.
3. Think about the last time you ate a frozen pizza. You ate frozen pizza instead as a ... (e.g.
lunch, snack, dinner, etc.)
Most in our group used a frozen pizza as a full meal for lunch or dinner.
4. Some brands of frozen pizza compare themselves to delivery pizza. How does the brand of
frozen pizza you ate last compare to delivery?
The general consensus of the group was that delivery pizza had better taste and more
excitement to it since they could customize it how they want to, but it was more expensive.
5. What brand of frozen pizza did you buy last? Why did you purchase this brand?
A majority of the group bought DiGiorno brand frozen pizza last, and many of them
thought it was a good compromise of good quality and good price.
6. If you could make the brand you bought last better ( other than changing the price) what
would you do?
Most everyone in the group agreed they would change the last brand they bought to have
more variety - whether it be the sauce, crust, or toppings.
7. Have you ever tried Newman’s Own? What did you like best about it? What did you like
least about it?
Most had not tried Newman’s Own, but of those who had, they agreed that what they liked
best about the pizza was that it seemed healthier than most. However, what they liked least
was that there was only a thin crust option.

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Questionnaire

Answer questions 1-14 using this scale: 1= completely agree,

2= agree, 3 = somewhat disagree, 4 = completely disagree 5=Don’t Know
1. The best thing about frozen pizza is its taste.
1 2 3 4
2. The best thing about frozen pizza is its price.
1 2 3 4
3. The best thing about frozen pizza is its convenience.
1 2 3 4
4. Frozen pizza tastes as good as delivery pizza to me.
1 2 3 4
5. Frozen pizza is a better value than delivery pizza.
1 2 3 4
6. In terms of overall quality, I think Newman’s Own is best.
1 2 3 4 5
7. In terms of overall quality, I think DiGiorno is best.
1 2 3 4 5
8. In terms of overall quality, I think California Pizza Kitchen is best.
1 2 3 4 5
9. In terms of taste, I think Newman’s Own is best.
1 2 3 4 5
10. In terms of taste, I think DiGiorno is best.
1 2 3 4 5
11. In terms of taste, I think California Pizza Kitchen is best.
1 2 3 4 5
12. In terms of value, I think Newman’s Own is best.
1 2 3 4 5
13. In terms of value, I think DiGiorno is best.
1 2 3 4 5
14. In terms of value, I think California Pizza Kitchen is best.
1 2 3 4 5

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Questionnaire Responses

Answer questions 1-14 using this scale: 1= completely agree,

2= agree, 3 = somewhat disagree, 4 = completely disagree 5=Don’t Know
1. The best thing about frozen pizza is its taste.
1 2 3 4 (2.7)
The mean score was 2.7 meaning that the group somewhat disagreed that the best thing
about frozen pizza is the taste.

2. The best thing about frozen pizza is its price.

1 2 3 4 ( 2.6)
The mean score was 2.6 the group was neutral if the best thing about frozen pizza is the
price. Half the group gave high scores and half the group gave low scores.

3. The best thing about frozen pizza is its convenience.

1 2 3 4 (2.3)
The mean score was 2.3 meaning the majority of the group agreed that the best thing about
frozen pizza is the convenience.

4. Frozen pizza tastes as good as delivery pizza to me.

1 2 3 4 (3.3)
The mean score was 3.3 meaning the group somewhat disagreed that frozen pizza tastes as
good as delivery.

5. Frozen pizza is a better value than delivery pizza.

1 2 3 4 (2.6)
The mean score was 2.6 meaning that the group was neutral on this statement. However
those who more strongly disagreed with the statement were mostly women and those who
more strongly agreed were mostly men.

6. In terms of overall quality, I think Newman’s Own is best.

1 2 3 4 5 ​(2.6)
Four members of the group selected ‘Do Not Know’ and the other three that did answer
gave the mean score of 2.6 saying they were neutral on the statement.

7. In terms of overall quality, I think DiGiorno is best.

1 2 3 4 5 ​(2.0)

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Three members of the group selected “Do Not Know”, for the four members that chose to
answer the mean score was 2.0 meaning that the group agreed that DiGiorno is the best in
overall quality.

8. In terms of overall quality, I think California Pizza Kitchen is best.

1 2 3 4 5 ​(2.0)
The mean score was 2.0 meaning that group members agreed that California Pizza Kitchen
is the best in terms of overall quality.

9. In terms of taste, I think Newman’s Own is best.

1 2 3 4 5 ​(3.5)
Five members of the group selected “Do Not Know” for question #9. Of the two that did
answer the mean score was 3.5 meaning that the group completely disagreed that
Newman’s Own was the best in terms of taste.

10. In terms of taste, I think DiGiorno is best.

1 2 3 4 5 ​(2.0)
Three members of the group selected “Do Not Know” for question 10. Of the four that did
answer, the mean score was 2.0 meaning that the group agreed that in terms of taste
DiGiorno is the best.

11. In terms of taste, I think California Pizza Kitchen is best.

1 2 3 4 5 ​(2.0)
The mean score for question #11 is 2.0 meaning the group generally agrees that in terms of
taste CPK is best.

12. In terms of value, I think Newman’s Own is best.

1 2 3 4 5 ​(3.0)
Five members of the group selected “Do Not Know” for question #12. Of the two that did
answer the mean score was 3.0 meaning they somewhat disagreed that in terms of value
Newman’s Own was the best.

13. In terms of value, I think DiGiorno is best.

1 2 3 4 5 ​(3.0)
The mean score for question #13 was 3.0 meaning that in terms of value the group
disagreed that Digiorno was the best.

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14. In terms of value, I think California Pizza Kitchen is best.
1 2 3 4 5 ​(2.6)
The mean score was 2.6 meaning that the group was neutral if in terms of value CPK is the
best.

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Demographics and Psychographics Questions
15. I typically purchase about ______ frozen pizzas per month.
16. The last brand of frozen pizza I purchased was ________________
17. I paid about $ ___________ for the last frozen pizza I purchased.
1. Age
18-21________ 22-25_______
26-29_______ 30+_________
2. Sex: Male ______ Female ________
3. Your Yearly Individual Income
Under $5,000_______
$10,001 - $15,000_____
$5,000-10,000_______
$15,001+ ________
4. Education (highest level achieved)
high school________ undergraduate degree ________
some college_________ graduate degree _______
1. What was the last meal you prepared at home? What did you make?
______________________________
2. In what ways do you live a healthy lifestyle?
______________________________
3. What are your three favorite hobbies?
______________________________
4. What movie did you see last?
______________________________

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Demographics and Psychographics Responses
15. I typically purchase about ______ frozen pizzas per month.
When asked the number of frozen pizzas purchased per month, the average was 1.5 frozen
pizzas per month.
16. The last brand of frozen pizza I purchased was ________________
When asked what frozen pizza was last purchased to the participants, the responses were
that 42.9% purchased DiGiorno last, 14.3% purchased Red Baron last, and 28.6%
purchased store brand/local last.
17. I paid about $ ___________ for the last frozen pizza I purchased.
When asked the price of the last frozen pizza participants purchased, the average was
about $5.42 for the last frozen pizza I purchased.
1. Age
18-21​(57.1%)​ 22-25 ​(0%)
26-29 ​(14.3%) ​ 30+ ​(28.6%)
2. Sex: Male (​42.9%) Female (​57.1%)
3. Your Yearly Individual Income
Under $5,000 ​(42.9%)
$10,001 - $15,000 ​(0%)
$5,000-10,000 ​(14.3%)
$15,001+ ​(28.6%)
4. Education (highest level achieved)
*two members misunderstood the question and their answers will not be included*
high school________ undergraduate degree ​(20%)
some college ​(40%)​ graduate degree ​(40%)
1. What was the last meal you prepared at home? What did you make?
Of all the answers provided by the participants, most agreed that all their meals prepared
at home could be made in under 15 minutes.
2. In what ways do you live a healthy lifestyle?
All seven group members reported some form of exercise weekly, two members ‘eat
healthily’ and two members reported staying hydrated as a way to live a healthy lifestyle.
3. What are your three favorite hobbies?
These answers were analyzed under two categories; active and passive. There were 10
active hobbies listed and 11 passive hobbies listed.
4. What movie did you see last?
These answers were analyzed under movie genre. Five members (​71.4%​) reported seeing a
romantic drama last, one member​ (14.3%)​ reported seeing a horror movie last, and one
member ​(14.3%)​ reported seeing an action movie last.

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Positioning Statement #1
Newman’s Own supports charity with every pizza.

Strengths
● Participants liked the description "with every pizza."
● Participants liked the statement and said that it would draw them in.
● Participants said that if there were the same priced frozen pizza and saw that Newman’s
Own supports charity, they would buy Newman’s Own pizza over the other frozen pizza.

Weaknesses
● Some participants did not understand what charity Newman’s Own supports and how
much money they have donated.
● Participants did not like the wording “charity” and suggested to change it to “charities.”
● The wording made the participants wonder if there was more than one charity or just one
that Newman’s Own supports.

Consensus
Participants agreed this statement was quite generic, ranking it in second place. They liked the
wording “with every pizza” but did not like the wording “charity.” The participants thought it
would be better to show what charities (or charity) that Newman’s Own supports with their
frozen pizza.

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Positioning Statement #2
No preservatives and fresh ingredients are in every bite of Newman’s Own pizza.

Strengths
● Some participants liked the phrase "in every bite."
● The participants liked the idea of “no preservatives” but suggested to change the words
to "preservative-free"
● Some participants felt that saying “no preservatives” would sway health-conscious
people.
● Some participants felt that saying “in every bite” would trick you to feel better than the
frozen pizza is better due to the “no preservatives” and “fresh ingredients.”

Weaknesses
● Some participants felt that saying “fresh ingredients” would not work on them because
they do not know that ‘fresh’ in reference to frozen pizza.

Consensus
The participants agreed this was the best out of the three positioning statements. Overall, the
group thought to know that Newman’s Own pizza had “no preservatives” changed to
“preservative-free” made the statement stronger. There was a conversation about not keeping the
words “natural ingredients” in the statement. However, the participants agreed that
“Preservative-free in every bite of Newman’s Own pizza” by itself did not make as much sense.

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Positioning Statement #3
Newman’s Own pizza cooks in only 10 minutes.

Strengths
● The focus group said that people thought that frozen pizzas average time cooking frame
is 10-15 minutes. The participants liked that the frozen pizza cooking time stayed within
the believed average time-frame.

Weaknesses
● People think that the time frame is not a major positioning statement for frozen pizza.
● People in the group believe that Newman’s Own frozen pizza would have to prove the
cooking time:10 minutes.
● Participants believed that the word “cooks” would be better changed to “baked.”

Consensus
The participants did not like the positioning statement and the least voted on statement. They did
not like many things about the statement and had more negative than positive things to say.
Overall, the participants thought this was the weakest positioning statement out of the three.

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Optimized Positioning Statement

After presenting the positioning statements to the focus group, our group has decided to change
the winning positioning statement #2 from:

No preservatives and fresh ingredients are in every bite of Newman’s Own pizza.

to:

Preservative-free and natural ingredients in every bite of Newman’s Own pizza.

Based on the comments from our focus group, we decided to change “no preservatives” to
"preservative-free" because participants agreed the word choice was more appealing. Similarly,
based on comments in the focus group, the word “fresh” was changed to “natural.” The
optimized statement was voted upon what was most important in the statement and
“preservative-free” and “every bite” won over ‘natural ingredients.’ There was a conversation
about keeping the words “natural ingredients” in the optimized statement. This is because
“Preservative-free in every bite of Newman’s Own pizza” by itself did not make as much sense.

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