Focus Groups & Qualitative Methods
Focus groups explore language and reasons. Use individual interviews for sensitive or conformity-prone topics.
Cheat sheet
Focus groups explore language and reasons. Use individual interviews for sensitive or conformity-prone topics.
What to check first
Recruit parents across usage levels and run groups separately by relevant context.
How to make the call
Translate recurring themes into survey items and verify behaviour with trial data.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
A Hyderabad tutoring app needs to understand why parents distrust recorded classes.
Reveal the step-by-step solution
- Diagnose the problem.
Recruit parents across usage levels and run groups separately by relevant context.
- Work through the evidence.
Use neutral prompts and private ranking before group discussion to surface minority views.
- Recommend and validate.
Translate recurring themes into survey items and verify behaviour with trial data.
More Indian cases
Interview question
How would you use focus groups & qualitative methods to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Use neutral prompts and private ranking before group discussion to surface minority views. Translate recurring themes into survey items and verify behaviour with trial data.