Thursday, April 24, 2008

What if...

Compromise is inherent to most qualitative focus group research. It’s part and parcel of the deal. Experienced researchers acknowledge the compromises and the good ones work to try to minimise their impact.

Importantly though, despite these compromises, we still get good information. We still get good insights. And we still deliver very useful output for our clients.

But imagine the kind of data we could get if we didn’t have to make those compromises…

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