Answer to Question 1
Focus groups are exploratory, meaning that you're not ready to put specific questions on a survey. They are usually used for concept testing in the early stages of new product development or when working on ad campaigns. In a focus group, about 8 to 10 consumers discuss your products and your competitors' products in the contexts of their lives, typically while you watch from behind a two-way mirror. One person is hired to be a moderator, and he or she keeps the discussion going, tries to address all the items on the client's wish list, tries to bring out the quieter group members, tries to control the overbearing group members, and so on. It can help to have the moderator be similar to the focus group participants, especially if there is a sensitive topic involved. The moderator kicks off the group discussion with some warm-up exercise, then questions from the client are introduced and the discussion begins. Different topics are introduced along the way, and after 1.5 hours, the group is thanked, dismissed, and paid. As an observer, you take notes and then discuss these with your team as well as the moderator who interpreted the situation, too. These observations can be very helpful, but it is always a good idea to follow up with a large-scale survey.
Answer to Question 2
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Interpreting Social and Emotional Context
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