FGI’s staff are specialised in both quantitative and qualitative studies, this allows for transference/integration of learning’s across the different methodologies.

• FGI can host focus groups across all the major metros, but has facilities in Johannesburg, Eastern Cape, Western Cape and KwaZulu Natal.
• The value of qualitative research is having the ability to explore a topic in discussion forums consisting of respondents of similar demographics, however at times, different opinions.
• Common themes and contradicting ideas can be drawn out and used to guide a quantifiable stage of the research.
• Ideas and views can be explored in the moment and a detailed value packed set of views and opinions developed and recorded.
• Qualitative research allows the researcher to go back into a statement, whether an agreement and disagreement, and obtain a deeper more detailed understanding of what it is the respondent is trying to say.
• Qualitative research develops a fruitful basis for quantitative research. That is qualitative research is used to define the problem, generate hypotheses, identify determinants and eventually develop the quantitative research design.
• The qualitative stage of the research will extract the common ideas and opinions of the groups, identify what themes transcend across the groups and gain the insight into the content that will guide the added value quantitative research proposed.
• Standard focus groups consist of 6 to 8 respondents . Respondents will berepresentative of the target market
• Focus Groups are approximately 1 ½ hours in duration
• The Focus Groups include: Venue hire, catering, hosting of groups, moderation, respondents incentives, respondent transport, transcribing, translation (if necessary) and recruitment
• In-depth interviews can be conducted at a consumer level (high/low LSM) to all levels of business up to CEO/Management level.