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in person. It’s best used with a smaller sample size, so you’ll be able to have a quicker turn-around time to conduct your measurement than if, for example, you surveyed the entire organisation. While qualitative may be faster in some ways, it requires a lot of interpretation and therefore time. As you gather and interpret the data, you’ll need to be careful not to express biases in the moderation of focus groups/listening sessions or in analysis of the data. If your participants aren’t chosen at random, results may be questionable unless purposefully targeting specific audiences.
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