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Focus Groups |
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Focus
groups are a commonly used method of
qualitative research and a great way to
obtain a deeper understanding of key issues.
Focus groups allow researchers to capture
opinions of participants in a unique
setting.
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Typically a highly selective group of
customers - we recruit a group of 12 with the
expectation that 8 to 10 will show up.
Participants are recruited using a
screener to reflect specific characteristics of the
selected market. |
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Clients are
encouraged to monitor the sessions live,
although video and audio recordings are
readily available. Focus
groups are also used to explore issues in
preparation for large,
quantitative studies.
Participants help identify the
colloquial language necessary to garner
accurate information during the more
extensive data collection effort. |
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The groups are
led by an unbiased, independent moderator
who follows a discussion guide which has
been designed to explore particular issues
regarding the objectives of the research.
At Portland Research Group,
Bruce Lockwood
is an experienced moderator who has the
ability to keep a group focused while
following the most productive lines of
questioning.
He will engage the group to build on
themes raised in the discussions provided
they continue to address the objectives of
the research.
Finally,
participants’ comments or suggestions are
collected and analyzed and recommendations
are made based on the insights produced by
the study. |
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Put
this experience to work -
Contact us.
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