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Focus groups

Group meetings are a qualitative psycho sociological survey method which consists in gathering several people for an animated discussion, on one or several given themes, with an organizer.
The group dynamic which results from this tends to give the survey leader a range of opinions, attitudes and motivations.

What is the principle ?

  • 7 to 12 people gathered together to make an investigation of a given problem
  • A minimum of two groups
  • Segmentation according to profile
  • Recruiting by telephone or on the site (from the location of the target)

Good recruiting is essential for the success of a qualitative survey. For this reason Kheolia is particularly attentive to this stage and does the recruiting itself which is carried out by specialized interviewers who use a recruiting questionnaire which targets the profiles required.

What is our Aim ?

To discuss and exchange ideas or, project an image : we use the group dynamic, the interactivity and the exchange of ideas to guarantee that rich and creative information is gathered. The multiplicity of the participants gives rise to an exploration which is developed from the exchanges.

Key stages

  • Purification of ideas in order to obtain a unbiased view
  • Understanding the problem
  • Absorbing the problem
  • Convergences/ Divergences

Special cases

Mini groups
In certain cases and for certain problems, it is possible to envisage the organizing of « mini groups », that is 3 or 4 people. These mini groups are specially adapted to consultations of professionals or experts.

Kheolia has made a commitment to Esomar

Respectful of the ethical code in favour of good practices and consumer protection, Kheolia Institute has joined Esomar, the association for survey professionals which now has a worldwide coverage.


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