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Group interview

Group interview

Understanding consumer attitudes and motivations is the main objective of group interviews. Ellipse Marketing’s expertise as moderator facilitates the free expression of participants and the collection of relevant insights.

Recruitment for group interviews is conducted by targeting qualified profiles and respecting the objectives of the survey. The discourse of each type of profile is analyzed to understand clearly the motivations and opinions thus expressed.

In practice:

Choosing the type of group interview depends on the analyzed product’s/service’s profile and on the previously established research objectives. Frequent types of group interview are:

  • Discussion group
  • Focus group
  • Mini-group
  • Brainstorming group
  • Focus group online
  • Mini-groups with C or CxO level participants
  • ...

The group interview method can be used independently in the case of market research or to complement other survey techniques, especially when one aims to test the validity of results by cross-examining multiple resources.

 Lexicon:

The group interview refers to interviewing multiple persons at the same time, the emphasis being placed on the exchange of questions and answers between the moderator and the group. By comparison to a focus group, within a classic group interview interaction is limited and is not the objective of the interview.

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