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It is a form of qualitative research consisting of interviews in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.

  • Gauging opinions, feelings, and attitudes about a product, service, marketing campaign, or brand
  • The dynamic created by a small group of carefully recruited people, when guided by a skilled moderator, can provide insight into themes, patterns, and trends.
  • Allows participants to openly share experiences, perceptions, wants/needs, and fantasies.
  • Design-related inquiries may include:
    • Reviewing processes that take place over time
    • Explanations of what is not desirable about the current state
    • Uncovering the underlying emotions while going through a given process
    • Work-arounds and hacks to improve the process
    • Learning how members establish social capital
    • Understanding constructs and mental models shared by group members
  • Pay attention to the logic behind conclusions, stories, metaphors, and analogies, as well as how participants describe their experiences, preferences, and memories.

Further Readings,

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