Observing groups

Merry Baskin
Baskin 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 academia. Grounded in sociology and anthropology, there can be no better way to find out about the relationships people have with brands than in direct, in-depth discussion.