Qualitative Research Methods

Focus Groups and In-depth Interviews (IDIs)

1. Applied has conducted hundreds of focus groups and executive in-depth interviews for numerous clients. We can conduct in-person, web-based or telephone focus groups and interviews. For web based focus groups, Applied conducts chat-based focus groups, web video focus groups and bulletin board focus groups. We provide a moderator for your focus groups, as well as making all recruiting and logistical arrangements with focus group facilities and web-based platforms.

Ethnographic Research (in-person or web-based)

Applied has conducted ethnographic studies which seek to understand the emotional and rational reasons behind consumer choice by moving the interview out of a focus group facility and into a participant’s home or business.   Applied uses two methods:

• Individual Video Interviews:  Participants are individually interviewed on video in their homes or businesses.  Care is taken to show the area of interest to the client.  In a B2C setting, this might include the subject’s bathroom, kitchen, garage, backyard, garden, automobile etc.  In a B2B setting, it might include the subject’s showroom, technology lab, repair shop, van/truck and other work environments.  In all cases, Applied attempts to show how and why a product is typically used in a natural setting.
• Web-based Ethnography:  Applied uses a technique called Ideastream that extends ethnographic research into a web-based community setting.  The community (a 20-30 person B2B or B2C focus group community) is asked to respond to a series of tasks and exercises and these responses can use multimedia technology including text, videos, pictures, web links, and webcams.   Again, Applied attempts to show how a product is typically used in a natural setting.