Nonverbal communication in the focus-group

Abstract

In the process of analyzing the information obtained through focus group qualitative marketing research, a very important source of data is represented by non-verbal communication. Although the literature reveals an abundance of published material that describes how data obtained through focus groups should be analyzed, one of the least addressed issues is the interpretation of signals from participants: gestures, posture, dynamic and rhythm of speech, or even silence. This Article addresses precisely aspects of non-verbal communication in the focus group's and although not intended to examine in detail the results of a focus group, it shows how some of the signals transmitted by participants of such research have been analyzed and interpreted.