Knowledge Bank

I compare here Focus Group lnterviews (FGIs) - and Individual in-Depth lnterviews (IDIs) which are two most intensively applied qualitative techniques in marketing research. They differ mainly in application to different goals which implies different kind of data which are produced by them. FGl-s are used if one needs to observe how people behave in groups. This is purely explorative approach which aims at comprehensive analysis of behaviours, to get aggregated rather than individual picture of consumers. Another two reasons are that in using FGI we can have results very quickly and generate a number of creative ideas. lndividual in-Depth lnterviews, though, are used in research on problems concerning individuals themselves, when - bearing in mind peculiar research questions (like intimate problems or problems especially subjected to opinions of other persons) we are going to eliminate effect of the group.