Focus groups are the most common qualitative research method. One group has 8 to 10 participants and lasts about two hours. Discussion is DVD recorded and client can observe it (behind one-way mirror or on TV).

Insights come from the group discussion, which is flexible and allows direct observation of behavior and statements of group participants.

In qualitative analysis numbers are not in the focus; but reasons behind some aspects of behavior. Focus is on why? and how? Motives, believes, emotions.

This method implicates face to face conversation between one interviewer and one respondent, according to a semi-structured guideline. This kind of research provides deep insight, because respondent can express individual opinion without group influence.

Representatives of specific target group are invited (consumers, businessmen’s, experts, public opinion creators, politicians...) and can express their own opinion about a specific issue. Advantage of this kind of research is flexibility, wide range of information and deep qualitative analysis.