Eduardo E Sierra Do you know why I prefer 1:1 interviews over focus groups? The person’s candor.
Sometimes participants and their responses are influenced by the strongest opinions in a focus group. When this happens, it takes a heavy toll on the quality of the feedback.
In my experience, things rarely get watered down on 1:1 interviews. People find it easier to open up and share their honest opinions. And what I love the most is the opportunity to have genuine conversations with people; there’s also room for follow-up questions.
I use both, though. Choosing either or depends on two things: purpose and audience size.
Let me ask you, which of these two qualitative research methods do you prefer?
