Nonverbal Emotional Response Measurement. What Focus Group Participants Don't Tell You

Cathy Gwynn and Jon D. Morris

Focus group research is often criticized for being too subjective or for respondents not saying what they truly think, feel or do.

Nonverbal Emotional Response Measurement

What Focus Group Participants Don't Tell You

Cathy GwynnandJohn Morris

INTRODUCTION

Several common criticisms of qualitative research, particularly focus group research, are that interpretation of results is often too subjective and that what respondents say is often not what they really think, feel or do. Part of the dilemma stems from the fact that the majority of traditional research techniques focus on the intellectual, or information processing, aspects of consumer responses and often underrepresent or completely overlook the emotional drivers (Cafferata, 1989). In recent years, more and more marketers have begun to recognize that...

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