Focus groups projective techniques and in-depth interviews are which type of research

If you’re considering qualitative research to help you understand your customers on a deeper level – that is to say, beyond what statistics and Big Data patterns reveal – there are a variety of methods to conduct person-to-person qualitative research. If your study seeks to better understand opinions, motivations, and preferences (versus a study that would observe shopping or mobile and online patterns), the two main qualitative methods are focus groups and in-depth interviews (commonly abbreviated IDIs). In this blog, we’ll discuss the differences between the two approaches, and explain what types of studies each method is best suited for.

First off: Why choose focus groups?

Focus groups bring together a group of people into one setting, either in-person or online, and a moderator facilitates a group discussion about a topic. The group dynamic leads to brainstorming, generating ideas, and a deepening of the discussion because of the variety of participants and their experiences. Typically, focus group participants are chosen because of their profile – either they fit a customer persona for a company, or they have relevant industry or personal experience with a product. Often, a few participants are chosen for their “non-typical” patterns, if the study design is seeking opinions outside of their typical customer profile.

An ideal focus group size is between 4-10 participants, and a study design will include at least 2-3 groups (and upwards of 4-6 groups) of participants to give the total study sample a more robust data sample. In-person focus groups are usually held at focus group facilities, which offer amenities such as DVD recording, live streaming, and a neutral location for participants to come to. Focus groups may also be held in hotel conference rooms or non-client offices. Alternatively, groups can be held in dyads or triads (one researcher, two or three participants) for a deeper dive into topics.

Online focus groups offer the convenience of letting people participate from the comfort of their homes or offices, and they allow the study to pull from a nationwide sample versus a localized market sample. A moderator will lead the discussion, and participants are able to see other participants through their webcams. The moderator can upload prompts and stimulus materials to aid in the discussion.

Focus groups are best suited to situations that are conducive to group input and brainstorming. For example, if a company is testing out a product concept and would like feedback from multiple people in an industry, or if a company is developing a new ad campaign or messaging, focus groups allow for group participation, brainstorming, and generating new ideas through active discussion. Focus groups can be an amazing platform to generate creativity and test ideas, and the insights they provide can be truly transformative for product development and marketing.

And what about In-Depth Interviews?

In-depth interviews consist of one-on-one interviews with clients, prospects, or industry experts that a company is seeking to better understand. They can be held in-person or over the phone, and they will last anywhere from a half hour to two hours. A moderator will take the participant through a discussion guide, and as topics come up, the moderator may probe for further insight or ask additional questions.

In-depth interviews are best suited to topics that may be sensitive in nature, such as financial questions, input on personal care products, or confidential company policies. The flexibility of in-depth interviews – because they can be conducted over the phone – also makes them a popular qualitative methodology. The participant pool can come from a nationwide pool, versus just select markets, and the interviews can be spread out over time. A drawback of in-depth interviews is that they don’t allow for multiple perspectives at once, but a skilled interviewer can also spend more time on topics with the participant.

When should you conduct focus groups or in-depth interviews?

Focus groups and in-depth interviews are suitable at any stage of project, but they are ideally held before a project concept goes to market or before a campaign is launched. Too often, companies launch a product or campaign, only to realize that it’s not as successful as they would have hoped. They then bring in market research to help refine the product, but they end up spending unnecessary cost on developing and releasing a product or campaign that could have been refined early on.

Any and every company that develops products and campaigns can benefit from the deep insights that focus groups and in-depth interviews offer.

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There are various methods you can use to conduct qualitative market research. Experienced market researchers understand that there are advantages and disadvantages to each method.

Two of the most common methodologies are focus groups and in-depth interviews. Yet, deciding between a focus group or in-depth interview would depend on a few factors. 

Focus Groups

Focus groups involve bringing a group of people together to provide feedback on a product. A moderator guides the session and interacts with the focus group participants. A moderator asks the group members questions about the product. The goal is to prompt an open and candid group discussion. Questions are pre-determined and used to get detailed responses from the group participants. 

This helps market researchers collect valuable data. For example, a  focus group would be a good way to decide which features customers want on a new smartphone. Focus group sessions usually include about 10 participants and last for about 90 minutes. So, each participant has less than 10 minutes of speaking time.

Advantages of Focus Groups

• The diversity of focus groups ensures multiple perspectives.
• Online focus groups are usually more affordable than in-depth interviews. (Light analysis of answers needs no coding and only the use of transcription services such as Rev.)
• This research method is also easiest to organize in a B2C setting.
• The best way to understand the role that group dynamics play in purchasing decisions.
• It is easy to conduct focus groups and generate results quickly.

Disadvantages of Focus Groups

• Focus group participants’ contributions may be disproportionate if there is an outspoken group member.
• There is also a lower average speaking time for each of the group members.
• Focus groups are difficult to organize for B2B settings.
• The participants may influence each other which can affect answers.
• There is a strong possibility that a moderator’s bias can affect results.

In-Depth Interviews

Another qualitative data collection technique is in-depth interviews. Researchers ask the recruited respondents questions and encourage them to provide insightful responses. In-depth interviews generally consist of open-ended questions. Therefore, they are ideal for collecting meaningful data about a product or service. The questions are also designed to prompt engagement and detailed responses.

For example, an in-depth interview would be a good way for the smartphone manufacturer to learn how a user finds the phone interface. These face-to-face interviews last anywhere between 45- 60 minutes. But since it is a one-on-one situation, the participant can share much more than in a group setting.

Advantages of In-Depth Interviews

• Recruited respondents have a longer speaking time.
• In-depth interviews offer more detailed feedback for better data collection.
• Researchers can generate results using statistical data analysis.
• There is less chance for moderator bias than in focus group settings.
• Insights gathered from this feedback is usually more useful for the quantitative phase.

Disadvantages of In-Depth Interviews

• In-depth interviews are more difficult and complicated to organize.
• This research method is also generally more expensive.
• The data is more complex to interpret and usually needs special software or coding.
• Writing interview guides can be quite time-consuming; especially for an individual interview.
• This type of qualitative research is challenging to organize in B2B settings.

Which Research Method to Choose

Both focus groups and in-depth interviews can be useful for your research project. Each method deserves a place within the research process. That is because focus groups tend to be more useful initial stages of research. Group dynamics provides a powerful way to understand broader topics and generate new ideas.

Whereas, in-depth interviews are more suitable for the later stages of research. Interviews allow for a deeper dialogue between the participant and the researcher. As a result, your choice should be based on your budget, stage in the process, business settings, and overall requirements.

Both methods can greatly benefit from transcription services, like those provided by Rev. Transcripts allow you to analyze everything said in your focus groups or in-depth interviews, with fully searchable text. Try Rev’s 99% accurate human transcription services or our more affordable machine generated transcripts if you’re on a budget.

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