The qualitative approach of Focus Groups allows us to have an in-depth understanding of people's perceptions, thanks to the flexibility of the moderator and script.

We work with open-ended questions, which allows the participants' answers to be taken in all its conotations and meanings. Furthermore, facing unforeseen answers, the moderator may ask again and open new paths to explore.

For that to happen, Marketing or Social Sciences professionals with adequate qualification will be responsible for the field.