Focus groups
Qualitative research can be carried out as a study on its own or for preparing quantitative enquiries. Qualitative methods are of an explorative character and can reveal dimensions and aspects of a topic that are relevant for the practical use. They are therefore a valuable source of inspiration that serves the agreement in respect of the content of the marketing communication or the preparation of a following enquiry.
Group discussions show opinions and desires of target persons as well as their unconscious aspects. These are interesting in order to detect the best strategies for introducing new products or to advance them. Hopp & Partner conducts group discussions (focus groups) with various target groups and works together with studios in the whole of Germany. Recruiting and screening of the target group is realised through our CATI studio, specialised market researchers moderate the groups. It is common and useful that the client participates personally: Through one-way mirrors or via video discussions can be watched live. If requested a monitoring over the internet can be installed.
In certain cases online focus groups are useful: These can be achieved through chat-modules on the internet with test persons who have been recruited online.
