
What Utilities Do The Focus Groups Have?

Qualitative techniques are often discarded by quantitative ones. This decision is usually based on the limitations of its unstructured and flexible approach. This apparent lack of rigor prevents some teams from obtaining valuable insights that can sometimes only be obtained through activities such as in-depth interviews or focus groups. The latter are now part of the social imaginary of what… Leer más →
One of the basic tasks that most market analysts tend to carry out at some point in their career is writing questionnaires. To execute this activity it is necessary to start from a deep knowledge of the objectives of the research to be resolved. Based on the latter and the available resources, we can choose one technique or another to… Leer más →
Within Market Research we have at our disposal two large types of methods to meet consumers. Qualitative studies are usually used when we need to address decision elements that are often not verbalized spontaneously by people and require analysts who are experts in conducting activities alone or in groups. When we need to know a phenomenon with a larger number… Leer más →
On May 2, the IMRD23 was held in several countries around the world. This celebration is promoted by ESOMAR or European Society for Opinion and Market Research for its acronym. Beyond being a mere commemoration of the work that thousands of people do every day to get to know people, it also serves as a stop along the way. With… Leer más →