qualitative research
online or via email delivery
easy and inexpensive
collect a lot of data quickly
straightforward analysis
in-person or video conferencing
one-on-one conversations
big benefits in understanding target customers
carefully selected group of people
trained moderator leads discussions
expensive if done right
prone to errors if done cheap
biases
ideal users engage with product/ competitor's product
company representative taking notes
less expensive than focus groups
no replacement for customer surveys and interviews