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Focus Groups

Focus groups are one of the most popular and powerful qualitative market research tools. Generally small group discussions of 6-10 participants, focus groups provide a �window� into the POBAs (perceptions, opinions beliefs, and attitudes) that shape relationships to a given concept, product, service, or brand. Our skilled moderators use diverse projective techniques to generate dynamic group discussions and uncover insights that may not be immediately obvious or accessible. Scorpio Research�s focus groups often double as �brainstorming� or creativity sessions which emphasize stretching ideas beyond the ordinary to inform the development of ideal products and services.

Scorpio Research offers various types of focus groups including in-person, mini-focus groups (4-6 participants), living room or other type of room set-up, as well as online focus groups.

Projective Techniques:

Projective techniques are creative exercises or activities often used in qualitative research to elicit information that �lies beyond top of mind responses� (Fundamentals of Moderating, RIVA Training Institute, 2001). It is not always possible to obtain accurate information about what people think and feel by asking them to communicate their thoughts and feelings with direct questioning. Projective techniques provide alternative ways for respondents to tap into their POBAs and for researchers to access innermost thoughts, feelings, and motivations which respondents may find difficult to articulate. Key types of projective techniques include:

  • Associations: Respondents are presented with a stimulus and they respond by indicating the first word, image, or thought elicited by the stimulus.
    • Word associations
    • Brand or other product/service personifications

  • Construction: Respondents are asked to construct a story or picture from a stimulus concept.
    • Image
    • Projective questioning, e.g., bubble drawings, speech bubbles, cartoon tests

  • Completion: Respondents are given an incomplete sentence, story, argument, or conversation and asked to finish it.
    • Sentence completion
    • Brand mapping

  • Expressive: Respondents are asked to role-play, act, draw, or paint a specific concept or situation.
    • Choice ordering (card, image, or other stimuli sorting and ranking)
    • Ideations