Ultex Market Research

Focus group discussions and in-depth interviews.

INTRODUCTION

We introduce to you two types of qualitative research methods: focus group discussions and in-depth methods. Small samples of respondents are used for qualitative research and its objective is to study the given problem more in depth and to obtain answers to questions of the type “why?” or “how?".

WHAT IS A FOCUS GROUP DISCUSSION (FGD)?

Focus group discussions (FGD) led by experienced moderators serve e.g. to introduce products, services, advertising campaigns, etc. It is possible to obtain in this way detailed evaluation of ideas, concepts, advertising campaigns, packages, labels, prices, ..... These results can be obtained both from common population, and from corporate managers. Analogically, it is possible to also establish attitudes of the public to various social, economic, or political issues. This type of service includes renting of premises, hiring a moderator, recruiting respondents, making audio and/or video records, renting another TV set and videorecorder for projecting TV
spots to respondents, etc. Should the client wish to follow the discussion in a separate room, we hire an interpreter, order refreshment, etc. In order to obtain sufficient amount of information by this method, we recommend to conduct at least 3 or 4 group discussions or to complete information from 1 or 2 groups by making several dozens in-depth interviews. Results of 1 or 2 group discussions might be interesting for verification of questions for omnibus surveys or ad-hoc business-to-business or industrial surveys.

WHAT ARE IN-DEPTH INTERVIEWS?

In-depth interviews have much in common with focus group discussions. The main difference is that in-depth interviews are always made only with one respondent. This method ensures that the respondent’s answers are not influenced by other members of the group.

The interview may also take place in respondent’s work place, ideally it should take place in a neutral environment.

DEFINITION OF FGD

Number of respondents: according to client’s requirement, usually 8 to 12;
Time schedule: from assignment to submitting the report: 3 weeks;
Videorecord and audiorecord: always (VHS/SVHS and MC);
Possibility to follow discussion: videolink or transparent mirror;
Simultaneous translation: we are able to ensure translation and report in all main European languages.

DEFINITION OF IN-DEPTH INTERVIEWS

Number of respondents: according to client’s requirement, usually 50 to 100;
Time schedule: from assignment to submitting the report: 3 weeks.

FINAL REPORT

We submit the final report in agreement with the client either printed (1 original + 1 hard copy) or in electronic form (floppy disk, e-mail, etc.). It may be agreed to submit reports in English, German or French.