AMA Conference 2020

Not just focus groups

Not just focus groups

By Heather Maitland

SUMMARY

Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than 'just focus groups'.

The Office for National Statistics defines it as ‘a naturalistic, interpretative approach concerned with understanding the meanings which people attach to actions, decisions, beliefs, values and the like within their social world, and understanding the mental mapping process that respondents use to make sense of and interpret the world around them’.

Resource type: Research | Published: 2013