Focus groups (or the group discussion)

95% of quantitative research in this country takes the form of the focus group. The subject will be discussed by a number of groups (c4), each group containing (ideally) 8 10 people. The discussion takes place in relaxed surroundings and is lead by a moderator who takes a passive role, allowing the discussion to snowball. The prime concern of the moderator is getting people involved and talking to each other. The moderator is just that, i.e. they are not an interviewer, but rather a leader who guides the course of the discussion, ensuring that everyone contributes. The discussion, ensuring that everyone's and will be recorded, either on to audio tape or video tape. Problems with this method include: getting people to attend; providing a comfortable environment; keeping the client our of the way; recruiting a highly trained moderator; analysing the results.

Individual depth interview

This is really psychoanalysis. The method has a Freudian psychology background. It is a highly skilled process which again takes c 1 1/2 hours. The unstructured, or semi structured interview seeks to find people's individual motivations for purchase. It is used in industrial research, and also for personal products. Each interview will be tape recorded, and common themes sought in the analysis.