We have all that in spades. Our moderators are Riva and CPSI-trained. We have a large toolbox of exercises, approaches, and homework assignments that we use to get below surface answers. Projective exercises and creative techniques encourage fun, freedom, and thinking beyond the rational. Respondents get a comfortable, safe environment in which they share their thoughts and opinions. You get inspired storytelling.
Focus groups typically consist of 8-10 respondents recruited to a central location for a moderated discussion. They are ideal for exploratory work, such as understanding a new customer segment, category, or consumer language. Focus groups are also useful for concept development work, and for evaluating product prototypes that require handling, tasting, physical interaction.
Mini-groups (4-6 respondents) are sometimes conducted to provide each respondent with more “air time”; to discuss a complex topic; because stimulus is limited; or perhaps because the recruit is going to be difficult and group size has to be limited.
In-Depth Interviews (IDIs)
IDIs are one-on-one facilitated discussions. They can be conducted either at a qualitative research facility or at the participant’s home or office. IDIs are often used in B2B projects where respondents might not be forthcoming if they must participate with potential competitors.
IDIs are ideal for communications work, where it’s important to get a “clean read” on what the stimulus is communicating. When rotation of a variety of stimulus is important to eliminate order bias, IDI’s allow complete control of the stimulus. They are also ideal for complex topics, detailed discussions of purchase decisions, or any time where depth is more important than breadth.
Peer parties typically consist of a group of friends who gather in someone’s home or other social setting for a free-flowing conversation while socializing with food and drink. This method works particularly well with kids, teenagers, and young adults who might be uncomfortable with the typical focus group facility setting. The moderator is still present to direct the conversation.
Peer parties yield very rich results, and the informal social setting encourages participants to keep each other honest. Being in someone’s home also allows for a “show and tell” component, with commentary from other participants about how what is being observed is similar to or different from what we’d observe in their home.
“THANK YOU for all of your hard work on my project. I really feel like you all went above and beyond to make this happen for us on our crazy timeline – from Kathy rolling up her sleeves to do the pre-fieldwork until Chris was available to jump in, to Chris calling and checking in on all of our respondents and watching all of their videos ahead of the interviews, to Natanya filling last-minute gaps as respondents struggled to find our elusive products. I know this was a challenging task and I was so impressed with how seamless you all made it feel from my perspective.”
Consumer Insights | General Mills