Her book, The Mirrored Window, represents a comprehensive and practical guide for those laying the foundation of qualitative research, well beyond focus groups, covering the “when” and “how” to do qual research, from conceptual to operational aspects.

Judy’s article in the May Quirk’s is another must-read: She effectively defends the “time honored” focus group, providing not only a review of its well-known benefits but also refreshing insight of its value as a qual technique.

As a qualitative research consultant, Judy has truly been an influence on my development, helping me to lay the foundation and continue refining my skills (I frequently re-read her book as a refresher). I look forward to reading more of her articles or hearing her speak at an upcoming conference.

This article on Judy and her employer’s philosophy quoted in the text has a déjà vu tone for me. I remember a project that I was working on for a client (while still a student of MR) whose brand I did not know much about. Among other things, I did the following for this project: read her book, and conducted a focus group. Not only did the focus group increase my awareness of the brand personality, but it also provided me with the attributes that I later used in the in-depth questionnaire and in the quantitative part of my project.

Judy’s book is a must read for anybody getting initiated into Focus Groups. Focus groups segue beautifully into any subsequent research that one might do.

Time-honored or time to go?

AuthorJudith Langer - Moderator Judy Langer addresses in depth the common complaints regarding focus groups and offers a wealth of insights and advice on how to make more effective use of the focus group process.