QUALITATIVE RESEARCH

METHOD OF EXECUTION:

• constructing a sample on which the research is conducted,
• preparing and finalizing the scenario for the meeting,
• recruiting respondents with the desired character,
• conducting the research.

  It calls for meetings to be organized in quarters designated for this purpose making it possible to observe and to record the declarations of the respondents without any impediments. 8-12 persons participate in a meeting along with the animator whose task is to direct the declarations according to the pre-prepared scenario. The scenario does not impose specific topics; it merely specifies the problems for discussion whereby the ways in which the respondents think may be disclosed in a spontaneous fashion.

• data analysis,
• preparation of a report.

SAMPLE:

The shape of the sample may be specified after the research issue is precisely defined. Our nationwide network of coordinators responsible for selecting respondents makes it possible to conduct research in the all cities in Poland.

ADVANTAGES:

• flexibility: focus groups enable us to adapt the research tools quickly and smoothly to the topic and to the depth of the research,
• speed in carrying out research: the research conducted using this methodology make it possible to execute those projects quickly where the "go-no go" decision is to be made,
• high level of effectiveness in determining the individual and group emotions associated with a given topic or the material being tested,
• economical: by involving numerous research participants it is possible to reduce the number of highly qualified and costly moderators,
• ability for the research principals to observe the reactions of respondents.

RESEARCH DELIVERABLES:

• report,
• recordings of sessions,
• presentation of results.

COST:

FGI - 6 000 PLN + 23% VAT per session depending upon location (organizing research outside of Warsaw is more expensive).