This is a short guide to focus groups and in-depth interviews, the role of the researcher in moderating a discussion or interview and some considerations for qualitative research analysis. This toolkit is the final in a series of seven toolkits designed to provide an introduction to market research – whilst acting as a handy refresher ... Read more

Follows on from ‘Identifying the Pearls’ and provides next steps, guiding you through planning a small in-house research project doing face-to-face questionnaires with existing visitors.