Fit For Marketing: on Respondents’ Performance As Consumers in Focus Groups

Building upon the authors’ experience as market research practitioners, the presentation explores focus groups as performances dedicated to presenting marketers with consumers able to answer their (marketing) questions. Focus groups are processes that require both a series of conditional steps to be taken beforehand and all of a moderator’s skills in order to physically ‘convoke’ the consumer and make her express herself in the focus group room. These steps, skills and the larger setting of the focus group device are analysed in order to ultimately reflect upon the nature of knowledge that is produced through market research.


Catherine Grandclément and Gérald Gaglio (2011) ,"Fit For Marketing: on Respondents’ Performance As Consumers in Focus Groups", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 69-70.


Catherine Grandclément, EDF R&D , France
Gérald Gaglio, Université Technologique de Troyes, France


E - European Advances in Consumer Research Volume 9 | 2011

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