小组座谈是邀请一些消费者以小组的形式在主持人的主持下讨论他们对有关产品、概念、思想、组织等的感觉、态度,生活中是如何使用产品的以及对产品有怎样的情感投入,从而了解消费者的动机与行为的一种调研技术。在小组座谈中,一般避免直接询问,鼓励间接询问、自由激发,某个小组成员的想法往往成为其他人的一种刺激,从而互相启发。结果,能以较少的成本很快地获得丰富的信息。小组座谈是目前最为流行的一种 The group discussion invites some consumers to discuss their feelings and attitudes about products, concepts, ideas, organizations, etc. under the auspices of the host in the form of small groups, how to use the products in their lives, and what kind of emotional input they have to the products. A survey technique to understand consumer motivation and behavior. In the group discussion, direct inquiries are generally avoided, indirect inquiries are encouraged, and free inspiration is initiated. The ideas of a group member often become a stimulus to other people and thus inspire each other. As a result, rich information can be quickly obtained with less cost. Group discussion is currently the most popular