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Write-down Definition

The process of having participants write down their views on a topic during a focus group. Moderators use write-downs to get participants to commit to their point of view before other participants can influence them.

In the context of market research, a write-down has two distinct definitions depending on the field of application. The more methodological definition refers to a qualitative research technique in which participants write down their thoughts or responses before group discussion. This technique is often used in focus groups to capture unfiltered, individual opinions prior to peer influence.

Who uses write-downs in marketing research settings?

Qualitative researchers, moderators, UX researchers and brand strategists frequently rely on write-down exercises during focus groups and in-depth interviews. These individuals use the method to:

• Capture top-of-mind responses.
• Reduce groupthink or conformity bias.
• Identify individual perceptions prior to group discussion.
• Facilitate better analysis of participant diversity.

In some cases, B2B researchers also use write-downs to assess how technical- or executive-level participants respond to messaging, branding or product concepts before conversation starts.

Why does a write-down technique matter?

If you're conducting focus groups or qualitative sessions, a write-down can provide a clearer picture of what participants truly think before being influenced by others in the group. It helps preserve authenticity of responses, reveal differences in perception that might otherwise be lost and provide a paper trail for coding and content analysis. This makes it especially valuable when exploring emotional reactions, brand associations or sensitive topics, where social dynamics may distort open dialogue.

What’s important about write-downs in qualitative research?

• Improved data accuracy: Write-downs reduce conformity bias by capturing individual thoughts before group influence.
• Enhanced analysis: Researchers can compare initial reactions to group dialogue to see how perceptions evolve or stay consistent.
• Inclusive participation: Quieter participants have a voice early on, ensuring that more assertive voices don’t dominate the conversation.
• Insight into individual cognition: Especially helpful when testing new product ideas, ads or messaging to understand immediate reactions before explanation or persuasion occurs.