Group discussions, sometimes called focus groups, are semi-structured, dialogue-based investigations of the complexities consumer opinion among, members of your target market. There are usually between six and eight respondents in each group and they usually last about ninety minutes. With the moderator's deft guidance, members of these groups reveal their attitudes, underlying feelings and motivations. They can bring out what is important to each of them individually and dynamically build on one another's comments to create a complete picture of your target market's views.
Counterpoint's experienced moderators are able delve deeply using a variety of projective and questioning techniques, while ensuring that each group covers the full range of issues. In this way, you can be sure that all perspectives are reflected in our findings. To get the most out of the discussions we often have respondents complete an experiential exercise such as watch a programme, fill out a diary or use a product. All in all, group discussions are a very cost effective way to develop a rich picture of your target market
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