Focus Insite

For any focus group or in-depth interview to be successful when conducting qualitative research, the moderator must first build rapport with the participants. Connecting with study participants is what sets the tone of the focus group or interview. If participants feel safe and comfortable they will be more forthcoming. It is up to the moderator to build rapport, not the participants. Let’s look at some ways that moderators can put participants at ease. Be Prepared Disorganized, or unprepared, moderators will have a hard time making participants feel comfortable. A focus group or in-depth interview will be a disaster if the moderator isn’t working from a well thought out and planned discussion guide. This is the foundation from which a moderator must work to ensure that the essential questions are asked and that the conversation has ‘flow’. The moderator should be familiar with the discussion guide and do some practice run-throughs to make sure the questions pr...

Qualitative market research still relies heavily on such tried-and-true methodologies as focus groups and in-depth interviews. This, in turn, requires finding qualified participants who can take part in the focus group or in-depth interview. It is no secret that recruiting for market research studies is time-consuming and tedious, which is why many qualitative research consultants rely on market research recruitment agencies. Working with a Market Research Recruiting Firm If you are marketing researcher or moderator, you’ll save yourself a lot of time and frustration by using a professional recruiter. If you work with a nationwide recruitment agency , you’ll have more time to focus on research design, writing moderator or discussion guides, moderating the focus groups or interviews, analyzing results, and reporting on the results. Good recruiters get you the people you need,and are experienced in screening out the ‘professional respondents.’Additionally, recru...

Qualitative market research provides companies direction and depth by discovering what drives consumer behavior. It provides depth and direction for companies seeking to better understand how a product, service, or brand is currently viewed by target audiences, as well as provide direction to companies for marketing or positioning their brand, product, or service. Qualitative research primarily relies on three methods: focus groups, in-depth interviews, and ethnography. Think of these three qualitative methodologies as distinct ingredients in your pantry. You wouldn’t substitute salt for sugar, and depending on the scope of your qualitative market research project, you wouldn’t substitute focus groups for ethnographies. Qualitative research consultants understand that each methodology has its place and purpose for developing market research plans. Qualitative market research is often done in tandem with quantitative market research. Qualitative research consultants...