A direct, personal discussion between a researcher and a respondent to uncover individual opinions, experiences, and emotions. It’s a powerful way to capture detailed feedback and personal stories beyond standard questions.
Gathering 6-10 people from your target audience for an open conversation about specific topics or products. This helps uncover shared attitudes, diverse viewpoints, and group influences on decision-making.
Researchers immerse themselves in the natural environments of your audience — be it homes, offices, or marketplaces — to observe genuine behavior, habits, and interactions that surveys often miss.
A method where researchers carefully observe people’s actions, expressions, and surroundings to identify patterns and unspoken signals, focusing more on quality and differences rather than numbers.