BBFGs open up a whole new world of possibilities.
No compromise on location, sample or insights. You’re providing respondents with a relatively safe and anonymous environment, conducive to deep thought and honesty. You’re giving them thinking time. You’re giving them air time. It’s a level playing field where everyone looks the same, give or take a font point size.
BBFGs address so many of the compromises we face with ‘traditional’ research: compromises we’ve accepted because there just wasn’t a viable alternative.
Exciting times ahead.