The group discussion is a moderated group discussion with up to 10 selected participants. The method comes into play when in-depth knowledge of motives, attitudes and bases for decisions is necessary. Group discussions are particularly suitable when social dynamics are important, e.g. creativity workshops or social influence in purchasing processes.

The exchange among participants is stimulated by the following techniques. In the “World Café” method, study participants work together in several small groups of 3-4 people and work on a block of topics. In co-creation studies, for example, study participants design new products or further develop existing ones, while customer satisfaction studies focus on identifying pain and pleasure points along the customer journey. If performance components of a product are to be prioritised, “card sorting” is suitable.

For concept or product tests, the “Well-being North-Star” method generates a variety of meaningful insights. “Empathy maps” are used to gain a better understanding of the target group.