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Getting rich information from focus groups (16 Sep 07)

How to make certain that your focus group tells you genuinely useful information


I bet you’ve often read reports of research that told you things that were either obvious to anyone or just completely useless.

You know the kind of thing I mean. It wastes everyone’s time, and you say, “Why did they do that?”

One of the most worthwhile kinds of knowledge comes from what qualitative researchers call “rich” information – information that reaches …

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