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
Featured papersSee More
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?
Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Too Much of a Good Thing? Consumer Response to Changes in Brand Essence
Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA