DIY: Consumer driven research

Abstract

This paper focuses on the research industry's adherence to the group discussion in qualitiative research, its validity for consumer research in the late 1990s and its optimal implementation and practice. The authors examine the thesis that responses obtained from the consumer are not as accurate as they could be and suggest that the input into and methodology of conventional moderated groups may, in some instances, be inappropriate and out of date. A number of consumer-driven, DIY groups were carried out, without a moderator, in the IT and financial services sectors. The unmoderated groups were given clear instructions regarding the process and content of their tasks. Key issues are compared for unmoderated and DIY groups. It is concluded that unmoderated groups are likely to work best in mature, sophisticated, post-modernist societies which are ready to and experienced in challenging the status quo. Unmoderated groups allow a much clearer understanding of the agenda as set by respondents. The unmoderated approach has particular value in exploratory and explanatory research, as well as the initial phases of NPD work, whereas well-moderated groups are more appropriate for diagnostic, tactical and secondary stage NPD work.