Group Discussion

A group discussion is a theme-centered conducted discussion of a group of participants under laboratory conditions. A psychologically trained manager hosts a mostly homogeneous composed group of eight to ten people. Standardized elements such as a short written questionnaire can be integrated.

Group discussions - a valid instrument for the extraction of decision relevant information

Unlike standardized individual interviews group discussions offer the possibility to determine attitudes and opinions of the panelists according to categories and not predetermined ones. At the same time, the moderator can question the statements and opinions of participants.

This qualitative method allows a spontaneous and free expression in a relaxed atmosphere so that group members stimulate each other. Through mutual control opinions can be revised, corrected or just articulated.

Group discussions are a valid instrument for obtaining a variety of information influencing decisions and can be adapted very flexibly to the subject matter and specific target groups.

Group discussions can be used in many ways, including:

• the analysis for motivation structures,
• the study of formation and development of opinions in the social context,
• as a complementary method to other qualitative or quantitative survey instruments,
• in the preparation of standardized survey instruments such as scales for attitude measurement and
• as a corrective to standardized procedures, to determine relevance systems of those interviewed and it can take into account the variation of individual opinions.

As a full service institution SKOPOS carries out all steps of a group discussion:
Recruitment: If the client hasn’t requires otherwise, SKOPOS conducts the recruitment of discussion participants using its own CATI amongst other things. This will guarantee the compliance with all necessary target group criteria and control the recruitment process.

Design and guide creation: SKOPOS prepares the design of the group discussion tailored to the clients’ objectives and a guide for the discussion course in close consultation with the client.

Moderation: The group discussions will be conducted by trained personnel (usually graduate psychologists). All employees have many years of presentation experience and are familiar with the process.

Simultaneous observation: The client can observe focus groups via one-way mirrors or video transmissions simultaneously.

Recording/transcription: For each group discussion audio or video recordings are conducted which will be used for the following analysis and interpretation. Upon request, SKOPOS makes transcripts available to the client.

Evaluation: Following the transcription, both important individual statements as well as collective results of the group discussion are gathered, condensed and interpreted with regard to the research question.

Group discussion - Focus groups - Discussion group - qualitative method

With SKOPOS you have the right partner for meaningful group discussions and gain important information for your decisions.

Alternative or complementary products to group discussions are:

Face-to-face Interviews