Self-moderated group discussions

Highly innovative self-moderated group methodology assumes high level of awareness among consumers, who are no longer passive addressees of marketing activities, but participate in their creation.

This methodology reflects new approach to research in which knowledgeable market participants, i.e. prosumers, are active participants of market activities.

Self-moderated groups are prepared by researchers (the guide, screening, supervision), but are moderated by consumers, or representatives of selected professional or social groups.

Self-moderated discussion groups offer an interesting alternative to FGD session every time when consumers are highly involved in a given product, service or process.

EEI has very positive experience in this type of research among mothers of small children, pregnant women, car buyers, IT specialists, physicians, or representatives of local authorities.