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Mini Group Discussion (MGD):

Typically, use is comparable to focus groups; mini group discussion consists of 4-5 respondents and applied foremost for proficient interviews and/or B2B research,  to provide the respondent a sufficient opportunity to express their opinions. Some of the reasons for conducting a mini group discussion (MGD), are:

  1. The need to converse with groups that are more difficult to reach
  2. The topics or subject matter requires more explanation
  3. Experimental design requires the need to vary stimuli across multiple groups or individuals
  4. To enable a more in-depth discussion and allow for sufficient time to explore and probe any relevant issues that may arise spontaneously during the discussion
  5. The clients also get to know their consumers in a more familiar way

The groups are guided by our research moderators who often control the discussion to ensure it meets the research objectives.