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Two focus group sessions were conducted to determine the market potential for a new horticultural product, wildflower sod. One session included homeowners with suburban lots and an interest in wildflowers. Another session included landscape professionals, property managers, and garden center operators. Participants viewed a slide presentation about the uses of wildflowers and wildflower sod; a videotape illustrating wildflower sod installation; and a demonstration plot with wildflower sod planted at different spacings (solid, 50%, 25%, or plugs at 1”, 18”, or 24” centers) and at different times of year (fall, spring). The discussion was conducted by an unbiased facilitator. Participants cited the instant effect of wildflower sod as a major advantage. The price was viewed as acceptable for small areas, especially if sod was broken apart and spaced as plugs. Comments from participants were also used to develop an ideal product description and a marketing plan.

An Evaluation of Focus Groups as a Technique to Determine the Market Potential for Wildflower Sod