Individual Interviews and Focus Groups

Qualitative research, whether one-on-one interviews or focus groups are very useful as exploratory, non-evaluative tools.  We recommend them for informational applications including:

• Exposing and exploring new concepts or initiatives in order to understand the perceived plusses and minuses for future refinement.

• Understanding the underlying dimensions and dynamics of an issue where you want to hear from a broader base of members beyond the ‘squeaky wheels’.

• Generating a list of attributes and/or capturing language describing Club offerings to ensure your final survey is comprehensive and resonates with respondents.

 We understand that your organization may have other informational needs where focus groups and/or one-one ones are the right tools to use. Let us work with you to arrange the qualitative research that will give you the guidance you’re looking for.