Group discussions
This is one of the most common ways of gathering data in qualitative research. Qualitative research aims to understand an issue more deeply; it looks for answers to “why” rather than “how many”. It is often used in sociology and psychology as well as in market research. A discussion led by a moderator usually involves a small group of people.
How this method is carried out
The method is a moderated discussion in which a group of selected respondents give their attitudes and opinions. A group most often has six to eight people and an experienced moderator who leads the dialogue with the participants according to a prepared guide.
How respondents are selected
Respondents are selected at random so that they meet certain characteristics — for instance that they do, or do not, have experience of a particular product or service, and that their demographic profile matches a particular target group. In good-quality research, respondents are not allowed to take part in group discussions too often; participation is permitted once every six months.
How personal data is handled
The group discussion is recorded. The research team uses the recording to prepare the research report, and the client often watches it for inspiration as well. The recording is then deleted after a set period. During the discussion the moderator tries to keep the respondent’s identity hidden, addressing participants by first name only, for instance. In the research report respondents are given fictitious names and the identity of the individual is concealed. The agency tells participants exactly how their data will be processed and how long it will be kept before the research begins.
Participants in group discussions are often paid an incentive. The research agency therefore has a legal duty to record the payment and keeps the necessary details of the respondent for the period laid down by the Accounting Act.
