A well-run focus group is a laboratory for social interaction. A good focus group requires four simple characteristics: the proper composition, an open environment, a probing moderator, and in-depth analysis. The composition of the focus group must be selected strategically, with homogeneity as the key to a successful session. Human
Read More →The definition of a hallmark: A distinguishing characteristic, trait or feature. A hallmark allows the observer to tell the difference between something genuine and something that simply “looks good”. Clients choose moderators for projects based on a number of factors. To be sure, personality is a key factor as well
Read More →A professional knows how to: Establish rapport with respondents in an environment of respect Probe beyond rationalizations to uncover genuine motivations Interpret and build on what they hear Maintain flexibility in guiding the discussion while keeping the objectives in mind “Turn on a dime” – adapt their approach when new/unexpected
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QRCA is a not-for-profit association of consultants involved in the design and implementation of qualitative research — focus groups, in-depth interviews, in-context and observational research, and more.