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Changing the way the group flows

Changing the way the group flows


I wrote a discussion guide yesterday and realised that it was back-to-front…

Often we start broad and then funnel down to the issue we want to explore. We start off a discussion with ‘tell me about you’ to get a handle on the respondent.

We become more and more focused until we are thinking about the area of interest for our project.

Maybe that’s the wrong way round – we should start off with the very specific issues that the research is concerned with and then from that ripple, expand our enquiry outwards.

That’s what I’m doing on my snack project. I’m getting respondents to choose snacks first, then talk about their snacking behaviour, then talk about themselves.

Bit back-to-front, but I think it might deliver more reliable insight.

What do you think?


Kath Rhodes, Qual Street Owner

I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs

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@Qualstreet on 17 March 2023