Observing groups

Poor focus group technique has undermined the usefulness of a potentially valuable research tool - particularly abuses of two-way mirrors.

Observing groups

Merry BaskinBaskin Shark

Merry Baskin advises on how to behave – and what not to do – when observing consumer qualitative research in focus groups.

Consumer group comments need to be interpreted by professionals and thorough data analysis typically takes three times as long as the fieldwork

As pointed out in last month's Best Practice article on creative development research, the group discussion is the default option for qualitative research; its popularity has grown way beyond the confines of brands and marketing to attitudes and opinions on politics and government, employees and the public, media and...

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