Focus Groups / Group Discussion

Exploration of deeper collective consumer attitudes / opionions in the context of specific research questions 

Method
Guided by experienced GIM moderators, representatives of a certain consumer target group (at least 3 = “triads”; at most 10–12) discuss pre-defined research questions on the basis of a guideline. With this method we take advantage of specific group effects in order to (also controversially) discuss given topics.

Focus groups usually take 2 to 4 hours and are generally recorded as audio and video files.