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Focus groups fib
Group members give you their projected self and rational answers, not how they truly behave. Our deep social listening often finds answers without even asking questions, working on one-to-ones and scaling up online when needed.
Deeper, faster, actionable insights
Why groups mislead, and how deep listening gets to the truth
Focus groups have long been the default research method, but they have real weaknesses when it comes to psychological understanding.
Group members give you their projected self and rational answers, not how they truly behave. Our deep social listening often finds answers without even asking questions, working on one-to-ones and scaling up online when needed.
Moderators often talk too much, causing groups to echo the researcher's view. We're experts in Clean Language, designed to surface respondents' own thinking while we barely talk, just listen.
In groups, people conform to feel safe, giving a false sense of agreement. We don't run consumer groups – we work with individuals online, in their homes or out and about.
Bob can 'upcycle' your existing research. By analysing transcripts he surfaces valuable insights people miss, including attitudes to change, social influences and emotional states. He has done this for ANZ Bank, HCF Health and Beam Suntory.