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Nominal grouping session Definition

Qualitative research method in which consumers, brought together in small groups, independently generate ideas about a subject and hence discuss the ideas.

A nominal grouping session is a structured brainstorming technique used in market research to generate ideas, prioritize issues or solve problems. Participants independently write down their ideas, which are then shared, discussed and ranked by the group to reach a consensus. This method minimizes group influence and encourages equal participation, allowing for a diverse range of ideas to emerge.

Who relies on nominal grouping sessions?

Market researchers, product developers, brand strategists and UX designers rely on nominal grouping sessions to gather input from stakeholders, customers or team members. These sessions are particularly useful for teams that need to generate and prioritize ideas objectively in the initial stages of research, product development or strategic planning.

What are key aspects of nominal grouping sessions in market research?

Key aspects include:

• Individual idea generation: Participants generate ideas independently before sharing.
• Structured sharing: Ideas are shared in a round-robin format to ensure all are considered.
• Discussion and clarification: Ideas are discussed without judgment to clarify meaning.
• Ranking process: Participants rank or vote on ideas to determine priorities.
• Minimized group influence: Reduces the impact of dominant voices, ensuring equal participation.

Why are nominal grouping sessions important in market research?

Nominal grouping sessions are important because they encourage a broad range of ideas and allow for objective prioritization. By minimizing groupthink and allowing each participant’s input to be considered equally, these sessions generate more diverse perspectives and help identify the most relevant ideas or issues. This process is essential for making informed, unbiased decisions in product development, marketing and strategy formulation.

How do market researchers use nominal grouping sessions?

Market researchers use nominal grouping sessions to gather and prioritize insights on consumer preferences, product features or marketing strategies. During the sessions, they guide participants through idea generation, discussion and ranking. The ranked results help researchers and stakeholders focus on the most promising ideas or address the most pressing challenges, enabling efficient decision-making in the early stages of project development.