How do focus groups work? - Hector Lanz
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Focus groups in market research are also known for being a situation where “projective techniques” are often applied. Projective techniques are one of many things market research has borrowed from psychology. These techniques reveal things that are hidden in our minds, things that we are not conscious of, things that we do not know how to put into words or things that we simply do not want to tell others. Projective techniques should be always interpreted by an expert. Examples include completing phrases or stories, role playing, or giving human characteristics to the object of our research.
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