Qualitative

Focus group discussion aims at collecting in-depth information through the discussion of different participants, which helps a brand to understanding consumer vocabulary to stay abreast of the words and phrases consumers use when describing products, consumer needs, motives, perceptions, and attitudes about products or services. As a result, brands know exactly how to improve their product and communications about those products that are most relevant to their targetes audience. A small group of people from similar backgrounds or experiences are brought together and guided by a moderator to discuss a topic that is relevant to the research problem. The group discussion atmosphere helps create a favorable environment in which ideas and opinions are exchanged and encouraged among participants.

IAn in-depth interview is organized to elicit in-depth insights from the participant on a given topic. This can include exploring topics such as attitudes and beliefs towards a product, customer preferences, and behavior, and identifying motivations for product use or non-use, etc. A set of probing questions is posed one-on-one to an interviewee by a professional interviewer to gain an idea of what the interviewee thinks about something or why they behave a certain way. IDI is suitable for participants who are difficult to approach or recruit, or for projects discussing a sensitive topic that cannot be shared in an open group.