Focus Group Moderating Resources

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

In Case You Missed It... February 2012

News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings

Qualitatively Speaking: The irreplaceable on-site ethnographer

Online qualitative is growing in popularity, the author admits, but sometimes there’s no substitute for actually being there.

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Related Articles

There are 689 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Perceptions and realities

While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.

A mix of high-tech and old-tech

Using the fax machine to recruit physicians works surprisingly well, the author says. She argues that the faxed invitation, when done right, can eliminate the bias that Web-based recruiting introduces.

Unlocking the ties that bind

Using a case history example involving automaker Saturn, the authors explore the impact of a consumer’s emotional connection to a brand and present a quantitative approach for measuring it.

Qualitatively Speaking: Bring a can-do attitude to recruiting out-of-facility focus groups

A veteran recruiter explores what it takes to secure respondents for focus groups in non-standard settings.

Power play

Public Service Co. of Colorado used focus groups and telephone interviews to develop a customer-driven renewable energy program.

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