Lisa Baxter from The Experience Business explains when it’s best to use focus groups as a method for collecting audience research.
A lot has been written about the pros and cons of quantitative and qualitative research, but it’s not a case of ‘quant versus qual’. They do complement each other – offering different perspectives that together, give you both sides of the coin. An over-reliance on one over the other may create an imbalance in your understanding of your audiences. It’s important to bear in mind that no research method is perfect. You need to understand their relative strengths and weaknesses before commissioning or embarking on a programme of research.