Focus Groups are probably the best known and more widely used qualitative research methodology. In some situations a more ethnographic research approach is required.
Individual interviews are useful when we want to get a close view of a person’s lifestyle by meeting them at their home or place of work or during a leisure activity.
We use individual interviews on accompanied shopping trips when we go shopping with consumers to a supermarket, pharmacy, clothing or electrical goods store to walk around with them and understand in real time how they respond to shelf displays, promotional offers, packaging and store layout.
We also use them to talk to people in their homes when we want to explore issues in a relaxed environment where consumers can show us brands they use and how they use them on a daily basis.
Individual interviews are an option when researching a small population as in the case of users of a very niche brand or people whose ability to travel is restricted through age or illness.