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Clients trust TEN PEOPLE TALKING to successfully design and implement projects using the most appropriate qualitative research methodology to meet their objectives.

Qualitative methods:

  • Focus groups
  • In-depth interviews
  • Observational sessions
  • Online bulletin board focus groups

Focus groups
A focus group is a 90-120 minute discussion among 8-10 people (regular group) or 4-6 people (mini-group) that is led by a professional moderator. The group is typically used for soliciting ideas and finding out what participants think, feel and believe about a specific “focused” topic or issue. Participants are recruited based on a target demographic or psychographic profile. Using a guide prepared with client input, the moderator keeps the discussion focused and encourages participants to build on each other’s ideas. Clients observe the focus group discussion through a room with one-way mirror.

In-depth interviews
An in-depth interview (IDI) is conducted one-on-one with a respondent for about 30-60 minutes. It can be an appropriate tool when sensitive, socially unacceptable or competitive issues need to be explored. IDIs are also used for usability studies, where respondents provide feedback based on their interactions with a product, such as website usability, product package testing, etc. Clients observe the IDIs through a room with one-way mirror.

Observational sessions
People do not always recall precisely how they use a product. An observational session is conducted in the environment where a product is typically used, such as someone’s office or home. Because behavior is observed in the real world, observational sessions can provide a more complete understanding of the user experience.

Online bulletin board focus groups

Online bulletin board focus groups are an effective qualitative method when participants are hard-to-reach busy professionals (CEOs, physicians, etc.) or are spread out geographically across the country. Participants are pre-recruited and agree to participate over a 3-5 day period. They answer questions posted by the moderator and respond to fellow participants’ comments. The moderator posts follow-up questions to gain a fuller understanding of the information being shared and discussed.

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