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Focus Groups & Interviews

Cornerstones of qualitative research

Focus Groups are an invaluable way to get a sampling of your target audience into a room and hear them describe their feelings in their own words.  Having a mix of personalities at the table allows you to hear multiple perspectives.  Focus Groups can be a powerful methodology for many types of research projects – from Positioning and Advertising research, to Exploratory to New Product Development.

Depth interviews permit intimate, far-reaching conversations in order to understand individual behaviour and beliefs.  These are particularly well suited to sensitive topics, or times when understanding an unbiased individual response is crucial.  They can also be used for obtaining opinions from experts or stakeholders.