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Qualitative Research Methodologies:

Focus Groups Analysis

“Dynamic” Focus Group Discussions

Instigating confrontation among consumers of opposite attitudes, different brands, etc.

“Creative” Focus Group Discussions

Transforming “Leading Edge” consumers into the creative ally of client for development and evaluation of concepts, communication, product development, etc.

Standard Focus Group Discussions

“Socrates fly”* Focus Group Discussions

Qualitative moderator blends with participants as “mock consumer” and instigates discussion

* Inspired by the quote by Ancient Greek philosopher Socrates on the Apology (Line 30e): “as though it were a large thoroughbred horse which because of its great size... needs the stimulation of some stinging fly."


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