Want to improve your qualitative research & innovation goals?
Learn more about how We© groups and more human approach can help you.
Traditional focus groups are designed to explore perceptions, opinions, beliefs, and attitudes, and that’s it. Understanding behavior, emotions, and the whole sub-context that makes people tick is difficult to do in this format.
Instead, researchers rely on ethnography which can be slow and expensive. We believe many of the emerging techniques (e.g. brain scans and biofeedback) are invasive and lack a human touch. We© is a modern revamp of the focus group. It maintains the speed and convenience of focus groups with impactful modifications allowing us to understand people in a deeper and more meaningful way.
``We were exploring needs for HVAC filters. Not the most exciting topic. I tried StandPoint because I wanted these groups to be more creative. I was blown away. The participants put their heart and soul into a homework assignment. They took photos. We learned what motivates people to keep their homes clean, their concerns about air quality, and what goes through their mind when shopping. I had thought about ethnography, but these discussion groups exceeded my expectations. ``
“It worked like magic. As soon as they realized we were all equals and we were really here to listen and understand, they opened up and explained what really bothered them day-to-day.”