How focus groups help you to get real insights in your target audience - Darshan Mehta,Founder iResearch & author of Getting to Aha!


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In this episode, Elias has an interview with Darshan Mehta. He's the author of "Getting to Aha!" and founder of iResearch and ConnectQik. He's an absolute guru on qualitative data and more specifically focus groups. As 96% of decisions is made by the subconscious, it's very important to get to the insights as to why people decide one way or the other.

Topics we discuss:

  • The keys to great focus groups
  • Focus groups the modern way
  • How to affordably organize qualitative research
  • How to get to real insights by using focus groups

LinkedIn Darshan Mehta:

Website iResearch:

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