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Discover the real opinions, perceptions and ideas of your (potential) customers

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Evidence-based market research,
focus groups & in-depth interviews

As an organization, you like to stay informed about the perceptions and opinions of your target groups. To get an in-depth picture of this, you can turn to qualitative market research such as focus groups and in-depth interviews.

Through qualitative market research, we map the perceptions, opinions and ideas of your (potential) customers.
We explore what your customers are sensitive to and how to reach them with the greatest impact.

Fast forward to:

Focus groups & in-depth interviews

How we work

Frequently Asked Questions

What is a
focus group?

During a focus group, 6 to 12 participants engage in an interactive discussion on a specific topic. Each participant gets a chance to speak. This conversation is led by a moderator. Focus groups are always minuted and also often filmed. The purpose of the latter is also to check the underlying perceptions and opinions, which sometimes only come out through facial expressions and body language.

Duration: around 1,5 – 2 hours

Location: external location, incl. video equipment and mirror glass

Requirements: discussion guide

BDDB-blogpost-diepteinterviews-focusgroepen-1920x640

What is a
diepte-interview?

An in-depth interview is a qualitative research method between an interviewer and a respondent in which a particular topic is discussed using structured, open-ended questions. The aim is to find out perceptions, reasons, opinions, etc.

Duration: around 1,5 – 2 hours

Location: remote location (or videocall)

Requirements: discussion guide

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Market Research
case

To identify the perceptions and desires of the different target groups, we conducted numerous in-depth interviews for Welbi. We poured the findings into an easy-to-understand report.

In addition, we helped and are helping to put the recommendations into practice.

Welbi

Helping ~~hands~~ marketeer around the corner

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› market research
› analysis
› strategy
› consultancy

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How
do we proceed?



Marketing without research is like sailing without a compass

1

Intake & input
We listen to you. What strategic challenges are at play? What exactly do you want to find out? What do you already know …

2

Determining target groups
What target groups should we distinguish? What do we want to find out for each target group?

3

Recruitment
After determining the target groups, we begin recruitment for the market research. We always recruit a few more participants than strictly necessary. After all, a last-minute cancellation is always possible.

4

Drafting discussion guide
The discussion guide is the moderator’s guide to content. This is based on input from the strategic workshops and/or further meetings with you.

One discussion guide is prepared for each target group.

5

Moderator & note taker
We appoint a moderator and – in the case of focus groups – a note taker.

6

Report
After analysing the market surveys, we pour them into a clear report, broken down by target group. An accurate and neutral presentation of the results is crucial. After all, these are vital inputs.

The insights from the market research form the foundation for your further marketing and communication. We always use these e.g. as input for the strategic workshops.

In addition, it is important to continue to raise insights in the long term. This can be done perfectly through periodic meetings throughout the year. We watch over the insights and make sure they are and remain woven into all marketing tools and communication campaigns.

Know more?

Contact Koen. He will be happy to help you.

Contact

evidence-based

specialists in strategy

100% focused on impact

Frequently
asked questions

What is the added value of qualitative market research?

The insights from quality market research are golden for your organisation. After all, our behaviour is driven by perceptions, thresholds, ideas and opinions. Only qualitative research explores exactly what these mean and how you can (possibly) steer them.

Quantitative vs qualitative market research?

Briefly, quantitative market research allows you to confirm or not confirm certain statements, without going into further detail. Quantitative research gives you numerical facts. Results are often cast in graphs and tables.

Conducting qualitative research does allow us to go into detail and elaborate on certain aspects. It allows us to probe for deeper and often unconscious issues. Findings from a qualitative research are translated into a clear report with insights, caveats, recommendations, etc.

→ Learn more in this article.

When do you choose in-depth interviews?

In-depth interviews are appropriate when only a limited number of respondents is available and/or when the information may not be shared with other respondents (e.g. for confidentiality reasons). In addition, the budget to be provided for in-depth interviews is often lower than for focus groups.

See also our article In-depth interview or focus group?

When do you choose focus groups?

It is very important that respondents can chat freely. In focus groups, the conversation takes place in a group, so the participants do not feel (or at least a lot less) targeted individually. As a result, they are more at ease and the input they give is a lot more in-depth.
In addition, in focus groups you work with homogeneous groups in which participants have a lot in common. When participants have similarities, they feel more comfortable and speak more freely. Negative peer pressure, on the other hand, can cause opinions to be kept to themselves and even adjusted à la minute to meet group approval.

See also our article In-depth interview or focus group?

What should you look for in depth interviews?

In-depth interviews can be golden for your organization. However, it is important that they are conducted correctly.

Our experience tells us that when doing in-depth interviews, you should definitely pay attention to three points: 1) inhibitions, 2) generalizations and 3) facial expressions and body language.

Learn more in our article In-depth interview or focus group?

What should you watch out for in focus groups?

Focus groups can be invaluable to your organisation. For this, however, they need to be expertly conducted. This starts with a thorough, substantive preparation (defining target groups, what do we want to find out, drawing up a discussion guide, etc.). In addition, it is also very important to pay attention to group dynamics and distribution. Some respondents are already more extrovert than others. Some respondents tend to (want to) dominate the conversation. A good moderator will steer this in the right direction and make sure everyone gets a chance to speak without feeling (verbal) pressure from others. We also strongly recommend organising at least two focus groups per target group.

Learn more in our article In-depth interview or focus group?

How many focus groups do I best organize?

For this, we need to look at your target audience(s).
For each homogeneous group, you should provide at least one focus group, although we actually recommend at least two. Since you can most likely split your customer base into several homogeneous groups, you will soon need several focus groups to come up with valid results.

How many in-depth interviews do I need?

It depends on your target audience(s). It is best to divide these into several homogeneous (sub)groups.
We recommend surveying at least 10 respondents per subgroup to achieve representative results.

Specifically, how does a focus group work?

There are several steps to follow.

Determining target groups
Recruitment
Discussion Guide
Moderator & note taker
Reporting
Guidance throughout the year

In this comprehensive roadmap, you’ll find out what each step entails specifically.

What about after the market research?

The insights from market research provide the foundation for your continued marketing and communications. We always use these e.g. as input for the strategic workshops.

In addition, it is important to continue to raise insights in the long term. This can be done perfectly through periodic meetings throughout the year. We watch over the insights and make sure they are and remain woven into all marketing tools and communication campaigns.

Is market research something for my organization?

The insights that market research can provide are so crucial that we at BDDB strongly believe in its power and thus often recommend it.

In addition, it is at least as important to then use (and supplement) the insights during the further development of your strategy, this can be done e.g. during strategic workshops.

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As an SME, receive up to
30% financial support

At BDDB we are certified as a recognized service provider of the Flemish Government (KMO Portefeuille). As a Flemish SME you can receive up to 30% financial support for advice & training if certain conditions are met.