21st Century Qualitative Research: New Processes for the Multimedia Age

Roy Langmaid

The consumer’s world has changed out of all recognition from the one for which group discussions or focus groups were originally designed.

21st Century Qualitative Research: New Processes for the Multimedia Age

Roy Langmaid Promise plc

THESIS

The consumer's world has changed out of all recognition from the one for which group discussions or focus groups were originally designed. Unfortunately focus groups have not evolved to match the world in which advertising is consumed. Most observers would agree that we have a multi-media world today. What would a multi-media focus group look like? The paper describes experiments with one method called Collaborative Inquiry(CI) for such a group.

In conclusion the paper uses an insight from CI to discuss why...

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