![]() Last but not least, the role of the interviewer is usually less important in interviews than in focus groups the expected bias, if an interviewing guide has been well prepared, will therefore be lower too. We find it easier to analyze individual interviews than focus groups (especially if you decide to code your interview in a software like Maxqda) More insights are likely to be collected, which will be useful for a later quantitative phase. Advantages of qualitative interviewsĪn interview will allow you to go much deeper, in particular thanks to a longer speaking time. For more information on the budget part, please read our ultimate guide to market research price. Most market research institutes have indeed removed the costly part of the process (i.e. In addition focus groups may be less expensive than interviews, provided the analytical treatment remains light. This dynamics will not be captured in a face-to-face interview. Focus groups are indeed the best way to exchange viewpoints and discuss disagreements between consumers. But the newsletter is even better!"įocus groups are especially suited when you want to confirm your analysis with a wide variety of consumers’ profiles.
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