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Skupinové diskuse / Focus Groups


Focus Groups is the traditional and frequently used qualitative research method. Respondents selected from a defined target group for participating in a debate, conversation, lead by a moderator according to a predetermined. It usually takes 90 to 120 minutes.

Groups are held in a studio with ample light and space for personal comfort. The advantage of this method is interaction among group participants themselves. Specific psychological processes and techniques that allow further penetration beyond conscious, therefore verbalisable attitudes, emotions or needs are used in addition to direct questions during a group discussion. These include visualization, associative, creative and projective techniques.

The Group usually consists of 6 to 10 participants, depending on the type and topic of the discussion. Focus Groups are most often used to obtain information about the feelings and opinions of respondents on various products, services or advertising.