QUALITATIVE METHODS
Some truths come out in a lively group. Others only come out one-to-one.
Choose by the topic
Focus group
6 to 8 people discuss together. Great for reactions to ideas, ads and packaging.
In-depth interview
One person, one hour. Best for sensitive topics, experts and senior decision-makers.
Rule of thumb
Need ideas to bounce? Use a group. Need honesty or detail? Use an interview.
Want us to run it?
Contact us for recruiting, moderating and a clear summary of what people said.
Also read: Qualitative vs Quantitative · Our books