Focus groups and in-depth interviews
Qualitative research is an art as well as a science, requiring flexible, engaging, curious researchers.
These are forms of exploratory qualitative research which aim to uncover customer attitudes and motivations, and probe deeply into perceptions of a particular brand, product or service.
Focus group sessions typically involve a group of respondents who meet to voice their perceptions of a particular brand or issue. The discussion is led by a certified facilitator and the research client is given the opportunity to anonymously observe (both see and hear) the focus group discussions as they take place.
Focus groups are particularly effective when you are:
In-depth interviews or one-on-one interviews are generally used when the research objective is of a more confidential nature (e.g. banking, legal, corporate research) or when a researcher is seeking to elicit in-depth insight from specific individuals (i.e. health care professionals).
In-depth Interviews are particularly effective when you:
Global Research moderators are certified and professionally trained in successfully guiding focus groups and in-depth interviews. They have moderated 1000’s of focus groups and in-depth interviews for all major industries.