Participants

A Focus Group is a qualitative research method where a group of participants discuss a specific topic or product under the guidance of a moderator. The goal is to gather insights into attitudes, opinions, and perceptions. Participants are encouraged to interact with each other, providing a dynamic environment that can reveal deeper insights into consumer behavior, preferences, and reactions. Focus groups are commonly used to explore new ideas, test concepts, or understand emotional responses to a product or brand.

Sometimes we run surveys in an in-person setting where there is a moderator guiding participants through the questionnaire.  These are usually moderated for a various number of reasons, one being more control over the answering of the survey, and the second being the fact that there are real items that need to be seen or tested.  This could be anything from new chocolate bar designs to real cars.  These sessions are usually conducted without discussion so that answers are unbiased.

In-depth interviews (IDIs) are a qualitative research method where researchers conduct one-on-one, open-ended conversations with participants to explore their thoughts, feelings, and experiences on a specific topic. These interviews allow for a deeper understanding of individual perspectives and provide rich, detailed insights into consumer behavior, motivations, and decision-making processes. IDIs are particularly useful for exploring sensitive topics or uncovering nuanced opinions that may not emerge in group settings like focus groups. 

Ethnography in market research is a qualitative method where researchers immerse themselves in a participant’s environment to observe and understand their behaviors, interactions, and experiences in real-life contexts. This approach often involves researchers spending time with consumers in their homes, workplaces, or other natural settings. Ethnographies provide deep insights into how people use products or services in their daily lives, revealing unmet needs, cultural influences, and social dynamics that may not be captured through traditional research methods like surveys or focus groups. It’s particularly valuable for understanding consumer behavior in a natural setting.

User Testing is similar to an In Depth Interview, but it is more focused around how people interact with a product, service or website.  Where should a certain button be?  What needs to be done to make it easy for the consumer?  These are the questions that are usually asked when setting up a User Testing project.  To give you an example, many websites are created after numerous User Testing sessions which show where certain pages, buttons and images should be for easy navigation.  Many companies are always thinking about how to make life easier for us, and User Testing is an important step that is taken.

There are many research methologies that are not listed.  Some other examples of Market Research methologies:

Surveys, In Home Visits, Online Diaries, Mystery Shopping, Store Audits... It's an ongoing list and new methods are being created and tested every day!

The project manager or recruiter in charge will always guide you through the project you are invited for.  Don't be afraid to ask for more clarity.  Regardless, your opinion will always be valued!