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What focus groups can do, what they can’t – and why: 10 key tips (29 Sep 06)

A leading qualitative researcher gives you practical suggestions to ensure you get more from them


1. Use focus groups appropriately – for gaining an overview, exploring perceptions, gauging reactions or generating ideas; don’t try to collect lots of factual information or detailed individual stories or you will destroy the group dynamic.

2. Allow enough time to design, set up, conduct and report your focus groups; the better your planning and…

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