Focus
Groups & Depth Interviews
We usually recommend focus groups to get added depth and
insight that is not always possible from purely structured,
quantitative surveys, or for exploring issues around brand
or product choice, including feedback on concepts and ideas.
Our skilled recruiters ensure that we get the right mix
of people into your focus groups, and our trained moderators
will work throughout the 90-120 minute sessions to ‘bottom
out’ the important issues. Specialist techniques such
as semiotics and projective techniques are used to build
on views, and assess brand and company values. Carefully
designed stimulus materials (eg. designs, concept statements,
advertising and competitive products) are used to encourage
wide discussion of topics.
Groups are normally conducted in special viewing facilities
allowing you and colleagues to be present to gauge reactions
first-hand. An increasing number of studios include facilities
for live video streaming of groups to your office from around
the world, and simultaneous translation into English or
other languages can also be provided.
Following the groups, our researchers will go through the
proceedings with the moderators, and compile a debrief report
covering the main findings, conclusions and indicated actions/
recommendations. This is normally followed by a presentation
to you and your colleagues.
The depth interview enables interviewees to get beneath
the thoughts and feelings of executives or customers, as
an alternative method to focus groups.
We have experience in all areas of employee, consumer, and
business-to-business/executive interviews up to Board level.
Interviews can be conducted over the phone or face-to-face.
We are particularly skilled at getting interviews with “hard
to reach” senior executives. Getting the views of
such key decision makers can be crucial in assessing business
attitudes and making the right decisions.
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