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If you want to research 10 people simultaneously without them influencing each other, use a bulletin board!
You get much more information per person, you can probe and follow up more, without boring other people in the room
And of course for this you need people to be able to talk to and influence each other!
It is the role of the moderator to build and manage the interaction in the group. Notice how respondents are sharing with each other
- the moderator does not even have to ask any questions.
People feel secure in groups (of like minded people) because they are not under pressure to answer.
You can interview a number of people in the time it takes to do one depth – although you get much less information from each person.