What we know about focus groups and workshops

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Despite some drawbacks that come with every chosen research technique, focus groups, workshops and in-depth discussions are a highly effective way to find out about the relationships people have with brands. They can reveal emotional, implicit and non-verbal...

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