Focus Groups
Comprising typically 8 to 10 participants, a focus group is a gathering held at a research facility equipped with a conference or meeting room. Led by a skilled moderator, the session involves structured discussions aimed at revealing insights into participants’ reactions, attitudes, behaviors, and beliefs. This method is instrumental in identifying patterns and uncovering valuable insights.

In-Depth Interviews (IDIs)
Also known as IDIs, these interviews are conducted either face-to-face or over the phone. They involve one-on-one interactions with consumers or stakeholders, allowing for a deeper understanding of their behavior and perspectives. Through personalized conversations, IDIs offer rich insights that can inform strategic decision-making.