general procedures –unstructured one-way mirror for view 6-15 people low cost moderators facilitate only vivid from mgmt point of view Focus Group

Good Uses of Focus Groups concept testing understanding how people use products and what it means to them probing attitudes, e.g., copy testing exploring customers’ problems identifying issues for a structured questionnaire but less formal, not everybody participates

general procedures - depth and point of view projective measures - respondents project their thought and feelings - TAT, WAT, Picture, Schematic memory for executives - a copy of the findings as an incentive - no payments, interview at exec. office Depth Interviews

Good Uses of Depth Interviews measuring and understanding consumers’ habits in using a product measuring the underlying bases for brand images identifying issues for a structured questionnaire but more expensive, less vivid for managers

Focus Groups & Depth Interviews Bad Uses: Substitutes for surveys