Reliable tools in the hands of experienced researchers

We recommend:

•     when the problem does not require detailed in-depth research
•     understanding the problem requires obtaining not only individual opinions but an opinion generated by interacting with others
•     faster realization of the study compared with the IDIs and dyads is important (contact with more people in the same period of time)
•     respondents are not hard to access - recruitment is easy 

Specificity:

•     several respondents (6-7) and one moderator
•     group dynamics which helps obtain certain information (the mutual stimulation of the respondents)

We recommend:

•     when a problem requires detailed in-depth research

•     understanding the problem does not require knowledge of group opinion

•     there is no need to confront opinions

•     the topic is difficult, threatening or of personal nature

•     respondents are difficult to access -  recruitment is difficult

Specificity:

•     one respondent and a moderator

•     enables the use of advanced projection techniques

•     time-consuming research realization and complex analysis

We recommend:

•     when a problem requires a fairly in-depth research

•     the exchange of views between respondents or their confrontation is desired (e.g. users of competitive brands)

•     the subject of the research concerns two people (such as a joint decision of purchase)

Specificity:

•     two respondents and a moderator

•     enables the use of advanced projection techniques

•     less time-consuming realization of the research compared to IDIs but longer realization than the FGI

We recommend:

•     when the participants are very involved in the topic of the interview and due to a smaller number of participants their statements can be longer

•     the topic of the research evokes strong emotions, the study involves experts in the field and each of the respondents must have the possibility to fully express his/her opinion

•     recruitment criteria are complicated and it is difficult to meet with a larger group at one time

Specificity:

•     four participants and one moderator

•     better contact with the participants and greater controllability than the FGI

We recommend:

•     when the research topic is broad, there are many issues to discuss, research problem requires collecting various information

•     topic is difficult, threatening or of personal nature, therefore, it is necessary to devote more time in the initial phase to establish good contact with the group

•     enables the use of complex and time consuming projection and assistive techniques

Specificity:

•     duration of 2.5-3 hours

We recommend:

•     when the research concerns advertising concepts

Specificity:

•     a series of several focus groups (5-6) with longer breaks permitting the modification of tested materials

•      often it is recommended to make modifications in the moderator?s guide between groups, this results from the dynamic changes in the understanding of the research problem

We recommend:

• when we wont to analysis of brand positioning in relation to its competitors and identification of  the top attributes for achieving competitive

• to track even small changes in brand reputation over time and assess the effectiveness of the advertising campaigns

Specificity:

• 4 brands -client brand and three competitors brands

• 36 attributes

• N = 400 respondents (100 respondents per brand)

• Surveying technique - CAWI