Despite some drawbacks that come with every chosen research technique, focus groups, workshops and in-depth discussions are a highly effective way to find out about the relationships people have with brands. They can reveal emotional, implicit and no
What we know about focus groups and workshops
This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.
