Focus Insite

Focus group and in-depth interviews produce copious amounts of data. It isn’t uncommon to have hundreds of pages of transcripts following a qualitative market research study. While there are often numerous insights within the data, until it is analyzed and synthesized, it remains unhelpful.  Qualitative research consultant  will break down the data using a five-step process: Data grouping; Information labels; Findings (knowledge); Theory; Implications. These five components are applied to each question asked during a focus group or in-depth interview. It would be impossible for researchers to try and write down the responses that recruited participants give during focus groups or in-depth interviews. These conversations are always recorded, with participants being informed that they are being recorded either by audio or video. These conversations are then transcribed and are the building blocks of the data analysis that follows. There are many different ways to organize the

Recruiting is the beating heart of market research. It’s essential to properly recruit so you can gain the insights you need. It’s not just about asking the right questions, it’s about asking the right people. Regardless of which methodology is used when conducting market research, recruiting is the common denominator. Know your Target Audience Before creating a market study, qualitative research consultant first seek to understand who the target audience is. There are many factors that come into play here such as, does the study aim to gain insights from across a customer base, or are is the objective to solicit feedback from a specific segment of the market.The better defined the target audience is, the better the insights. Once the target audience has been defined, a market research recruiting firm can find the participants who meet the criteria of the study. Segmentation Segmenting the target audience of a study ensures that there is accurate representati

If you do a quick online search about focus groups, you’re likely to come across articles that claim that nationwide qualitative research firms think focus groups are irrelevant and old-fashioned. This is complete bunk. Experienced qualitative research consultants will tell you that focus groups remain relevant because they consistently provide valuable insights. It isn’t that focus groups themselves are the secret sauce to successful market research studies, it’s that researchers know which methodology to use depending on the purpose and scope of the study. How to Use In- Depth Interviews and Focus Groups In-depth interviews and focus groups are marketing tools. There are lots of different marketing research tools. What separates mediocre qualitative studies from stellar ones is using the right tool for the right job. Just like you wouldn’t use a screwdriver to pound a nail, you’d use a hammer, the same applies to focus groups. Focus groups aren’t appropriate f