Focus groups and depth interviews are standard tools of qualitative research.

(Qualitative research means finding out the various patterns of thought, emotional drivers, triggers and attitudes people have – but not putting numbers to how many hold each view or approach. That's quantitative research.)

In a focus group 8 to 12 people chosen for their interest or purchase behaviour in a particular area are brought together for a typically 60 minute discussion.

The group is headed by a moderator who should be a well experienced researcher (often a psychologist). Their role is to ensure everyone gets heard, that key essential topics are covered, and to guard against "social convergence".

(Social convergence is when people in a group tend to agree with each other, often following the opinions of informal group leaders. What they really think may be different but social pressure leads them to agree.)

The content of the group is then analysed in detail. Usually there will be more then one group. All of the results are then presented in a written report and often at a face-to-face client presentation which allows questions.

Depending on the subject are focus groups cost from $3000 to $6000 each.

Depth interviews get to the same findings but because they do it one-on-one there is no risk of social convergence. However, as depth interviews can take 30 to 90 minutes per subject the total hours in interview and analysis is significantly greater and this adds to the cost. 10 depth interviews including analysis will cost from $4,000 to $8,000.

Glide is well experienced in these techniques. Our group leaders/depth interviewers are qualified psychologists with years of research experience and a sound business background at senior management level.

We're good at finding out and presenting a clear understanding. Call us for a discussion.