Wednesday, April 16, 2008

Compromise |ˈkämprəˌmīz|

This week I’m blogging about the compromises we make when we conduct focus groups.

Sometimes the decision to conduct focus groups is, in itself, a compromise.

Finding busy respondents who have the time and are willing to participate in market research focus groups is difficult. It can also be a challenge to find respondents willing to participate in studies of a sensitive nature.

In many instances such as these, we wouldn’t even entertain the thought of running focus groups.

It’s not because we don’t think there’d be some fascinating discussions if we could convene a focus group. More often than not, we compromise with one on one interviews because we have much more chance of getting these respondents to participate at all.


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