Group of people

New Participants, New Expectations, for Qualitative Market Research

The post below is a guest post from Maya Middlemiss, Founder and Managing Director of Saros Research, based in their UK office. Qualitative research has been around for many decades now, and despite the growing plethora of online tools, many techniques have more than stood the test of time: Amidst all the emergent research activities for which we recruit, the good old group discussions and depth interviews are still amongst the most widely used. Of course, the subject matter being discussed may have changed, and the qualitative enquiry techniques employed by the researchers continue to evolve, but the basic formats continue to work well – in skilful hands yielding valuable insights to business challenges old and new. What about the people taking part though? We’d contend that they have changed significantly, in contrast to the methodologies. A couple of decades ago, recruitment took place by word of mouth or lists in telephone call centres – slightly differently in different markets, but it was highly restricted. Certainly in the UK, being a ‘focus group participant’ meant that you were personally known to one or more recruiters… And as such it was highly likely that such a person got used far more often than […]