Detailed qualitative data from targeted prospective customers
Focus Groups are a qualitative research method that interviews a small, carefully selected group that meets the qualifications of the client's target audience. This type of research allows for open discussion and detailed responses to specific questions - responses that are almost impossible to gather from most other survey methods. Today, focus groups can be conducted traditionally by hosting an in-person interview with a small group and facilitating discussion, or they can be held virtually online. With Focus Groups, organizations gain valuable, direct, and actionable insights by asking the right questions to the right people.
Benefits of Focus Groups conducted by NPI include:
Carefully sourced participants who accurately represent a targeted group
Open-ended live discussion and feedback
Deep insight into perceptions, opinions, and behaviors
Direct and immediate access to the feelings, reactions, ideas, and perceptions of your group
Flexibility in settings (in-person vs. online) and adaptability to the client's and/or participants' needs
Experienced and effective moderators within the NPI network
Use qualitative data to confidently inform internal decision-making
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