Focus Groups and Ethnographic Research for Shopping Centers

  • „In-depth insights into shoppers and non-shoppers.
  • „Studies are carefully designed to understand attitudes, feelings, beliefs, experiences and reactions in an in-depth way that is not possible through quantitative methods.
  • „Focus Groups consist of 8-10 people in a room with the moderator.
    • „As topics come up, the moderator may probe on those topics or use ideas generated by one person in the group to stimulate reactions from others in the group.  This structured but free-form discussion helps identify hidden motivations, ideas and consumer drivers.
    • „The client can view the discussion from behind a one-way glass mirror and send messages to the moderator.
    • „Topics for the group may include:
      • „Where do you like to shop, why?  What are your favorite restaurants, why?
      • „Which brands are missing from the market?
      • „What types of amenities and services will be core to your experience at the center?
      • „Is there anything you are concerned about when thinking about dining or shopping at the center?
      • „How do you feel about technology and shopping?
  • Ethnographic interviews or shop-alongs provide in-depth insights into a consumer during their shopping experience.
    • An individual shopper is observed in the moment during their visit to the shopping center, which provides the interviewer to observes as well as ask questions based on shopping habits


Contact Alexander Babbage today at or 404-961-7612




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