This is qualitative study, done by gathering people of similar backgrounds. The discussions are usually structured and are conducted by a moderator. The moderator follows a discussion guide, which covers qualitative questions on the topic of interest. This is more of an exploratory study.
FGDs can be done to gather information on any topic such as lifestyle, consumer perception towards certain types of foods or homecare goods etc.
A group usually helps people to open up more and is less formal than one on one interviews. Usually the group contains 8-10 people and the discussion can last upto 1.5 to 2 hours per group.
Cautions:
- Moderator should be friendly and should let people express their opinions freely, and yet keep the discussions on topic.
- This is a qualitative study only and we should not try to quantify it
Discussion Guide and moderator form two critical pillars for this study to be able to avoid herd behavior. It is an extremely important tool to generate qualitative insights.
This is more of an exploratory study.
FGDs can be done to gather information on any topic such as lifestyle, consumer perception towards certain types of foods or homecare goods etc.
A group usually helps people to open up more and is less formal than one on one interviews. Usually the group contains 8-10 people and the discussion can last upto 1.5 to 2 hours per group.
Cautions:
- Moderator should be friendly and should let people express their opinions freely, and yet keep the discussions on topic.
- This is a qualitative study only and we should not try to quantify it