What is a Group Interview?
- Content Type:
- Glossary
Group Interview Definition
A qualitative research technique involving a discussion among eight to 10 respondents, led by a moderator. Also called focus groups, group discussions, panels, and group depth interviews.
A group interview is a qualitative research technique involving a discussion usually among six to 10 respondents and led by a moderator. They typically discuss a particular topic, product or service. These sessions also are called focus groups, group discussions, panels and group depth interviews. Interviews are observed and analyzed for insights into the group’s attitudes, perception and opinions. The moderator guides the conversation and encourages in-depth responses. Participants are encouraged to express themselves openly and observe interactions among peers because researchers seek to uncover deeper insights that might be missed in one-on-one interviews. The groups can identify trends, common pain points and emerging patterns within a specific demographic.
Who relies on group interview?
Marketing professionals and researchers, as well as product developers, conduct group interview to gather qualitative data. Insights from these sessions help those professionals understand consumer preferences, uncover motivations and explore group dynamics that influence buying decisions.
Why should I care about group interview?
Group interviews can grasp the thoughts and feelings of potential customers. Insights collected during the sessions can be relied upon by marketing professionals and businesses to make informed decisions that resonate with target audiences.