Groups are fun to watch (though that does depend a bit on the moderator!). However, they don’t reflect the way we as individuals read, browse the internet or even watch TV. A group is distracting, some feel under pressure to comment too quickly, skim not evaluate the stimulus, or even say things they don’t mean (never useful!). So when it comes to your communications, Oxygen use lots of individual techniques alongside group work. We give respondents time to read, play with words, write on text. We even watch where their eyes go. We ask them to be completely honest about what they notice, don’t notice: and why. Believe it or not, clients find watching this just as engaging as groups.

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