Former FDR Vice President of Insights, Sally Sparks, wrote an article for Quirks, the marketing research site, about how focus groups and qualitative testing don’t get the credit they deserve.

There are plenty of focus group advantages. Just to name a few…

  • Focus groups keep you from throwing out good ideas. In qualitative research, you don’t always get the backstory to see that it’s a subtle change that would make consumers happy.
  • Discover why and how people talk, think, and feel about you.
  • Enhance, improve, and identify new areas to explore.

Read the article on Quirks for more about what makes a successful focus group and why it should work in partnership with quantitative research.

quirks marketing research

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