A group interview allows the capture of live reactions of the participants.
It makes it possible to collect verbal and non-verbal data by looking at the way of speaking, the tone, the emotions, the atmosphere and the facial expressions when answering the questions or trying out new products, or by looking at the participant’s clothes.
Group interviews also enables sharing information with concerned parties when observing the live interview. All members of the project are supposed to participate in the observation of the interview. We also recommend copy writers and designers to observe. Interaction between the participants can be expected due to the group dynamics. This kind of interview can be set up in a relatively small amount of time.
There might be difficulties in scheduling a group interview, since a group interview requires 6 people to be available at the same time. It is also not appropriate for discussing sensitive themes/topics, since the participants might not be comfortable discussing personal subjects in front of others. The outcome of the group interview also differs depending on the moderator. Usually group discussions take 2 hours for 6 participants to ensure an equal amount of speaking time for everyone.
It’s also impossible to generalize an opinion based on a group discussion.
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