What's right for focus groups now?

Naomi Henderson and Judith Langer

This paper is a joint collaboration of two U.S. qualitative researchers who do not necessarily agree on what's right for focus groups now.

what's right for focus groups now?

An interactive panel discussion that will challenge your thinking

Judith LangerRoper ASW andNaomi HendersonRIVA Market Research

Overview

In person focus groups have been a widely used qualitative technique in market and public opinion research for over 65 years with a growing number of practitioners.

There are many ways to conduct groups  many styles that moderators use to create rapport, keep discussions going and get the information that clients need to better understand their target market.

Moderators in practice more than 25 years are still debating a few key elements central...

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