Focus Groups

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

In Case You Missed It... February 2012

News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings

Qualitatively Speaking: The irreplaceable on-site ethnographer

Online qualitative is growing in popularity, the author admits, but sometimes there’s no substitute for actually being there.

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Related Articles

There are 718 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Marketing research: On the threshold of opportunity?

Market research must change as society, family structures and consumer attitudes change. This article presents a roundtable discussion with five senior executives of major research organizations about the past, present and future of research.

A world of unique challenges

For international marketing researchers, there is really no such thing as a typical week. This article discusses one researcher’s experiences conducting car research in India.

Focus group videos: a survival guide

Some researchers find videotaping exciting, while others find it torture. For all researchers, particularly the latter, this article offers tips on creating better focus groups highlights videos without losing your mind or your job.

A meeting of medical minds

Physicians who serve as key opinion leaders are often quite hard to recruit for the marketing research process. Using the medical meeting approach, in which these opinion leaders are assembled for a focused discussion, can capture their interest, but strict ethical guidelines must be adhered to.

Setting the tone for effective observation

Focus groups continue to grow in importance and popularity as a data collection tool, though many client-observers succumb to the party-like atmosphere behind the mirror and fail to take part in the science of focus group observations. This article discusses effective ways to manage focus group observation to improve the overall quality of sessions, including four keys to observer orientation.

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