Pre-screening
Qualitative focus groups are the ideal platform for creative exercises or comparative analysis of first, alternative advertising elements or concepts (e.g. settings, testimonials, visuals, claims, storyboards, etc.).
In the context of focus groups (or workshops that last a couple of hours) so-called active-dynamical processes can be activated, i.e. the participants stimulate each other during a controversial discussion. That way, even hidden motivations and attitudes about brands or products are revealed, consumer ideas are generated, associations are triggered.
As a matter of principle, focus groups/ workshops are set up, moderated and analysed by skilled Psyma project managers (providing a commented qualitative report).