Mystery client

Focus group
This is “A social research data collection technique based on a discussion within a small group of people, with one or more moderators, that focuses on a subject that needs to be investigated thoroughly” (Corrao, 2000). The benefits of this method are the greater speed as compared to individual interviews and the fact that the exchange of opinions between the different participants can lead to obtaining a greater wealth of ideas and information.

Promoting spontaneity, interaction and an unstructured approach to the discussion, the participants are free to express their point of view and advance criticism with regard to that stated by the others taking part. This allows significant indications to be gathered on the features of the purchasing processes from the persons involved and on the opinion that these persons have of a given product.