Qualitative Services: Focus Group Facilitation; In-Depth Interviewing
Quantitative research is not appropriate to obtain certain information; that is, rather than testing a large population sample for making projections, a small sample is preferable, usually to gather in-depth information from a small group of people, for example, testing new concepts or deep seated perceptions and perspectives. In these smaller settings guided conversations give customers the opportunity to express perceptions and perspectives. The results may be used for decision-making or may form the basis for follow-up quantitative research.
Lauren Schlau is a trained facilitator, and works with clients to identify the best approach, the questions/topics to be covered, participant recruitment, and provides analyses and insight on the meaning(s) and applications for the results.