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 Qualitative Research Methods Methods in Qualitative Research Focus Groups: takes 1.5 - 2 hours. Usage of diverse projection and analysis tools. Expeditious Groups: Made for answering tactical questions which do not require long discussion process but require solely projection tools (concepts, packaging etc). These groups take up to 1 hour. Anthropological Researches: Authenticity as a key to creativity. These groups take 2.5 hours. The participants are required in some preparation before the groups' convene. * Along the anthropological group an interview and observation takes place inside the customer's home, in the shop and an additional interview with the client present. In-depth Interviews (individual / double): In more sensitive cases, or with controversial subjects and brand name products. |
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