‘Good foreplay – deeper insights’ – why warm-up exercises in focus groups lead to more authentic responses

This question keeps cropping up again and again: Why “waste” precious time on seemingly unnecessary introductory exercises? Séissmo decided to get to the bottom of this question and to verify if and why the introduction matters, if and why it is important to take consumers along an associative and imaginary journey before “extracting” the facts from them. After reviewing 4800 minutes of group discussions, we can eventually assure you: it seems vital to “lose” time at the beginning with a projective introduction or a warm-up exercise in order to gain increased productivity and quality at the end!



Keywords: Warm-up techniques, focus groups, projective techniques, playful atmosphere, fostering imagination, moderator, methodology, group discussion, participants, conformity, interaction, bonding

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