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The purpose of qualitative research is to see and hear your target audience discuss, in an interactive, dynamic fashion, the topics of interest (i.e., your products, new product concepts, the image of your company) in order to provide more insight, or a different perspective, than can usually be obtained in the rows and columns of numbers generated by a quantitative study.
The focus group concept originated in clinical psychology as a device to get people to "open up" through the synergy or dynamic that only group discussions can create. |