DIY - CONSUMER DRIVEN RESEARCH

This paper focuses on the research industry's adherence to the group d iscussion in qualitative research, its validity for consumer research in the late 1990s and its optimal implementation and practice. The aut hors examine the thesis that the responses obtained from the consumer are not as accurate as they could be and suggest that the input into, and methodology of, conventional moderated groups may, in some instanc es, be inappropriate and out of date. A number of consumer-driven, DIY groups were carried out, without a moderator, in the IT and financial service sectors. The unmoderated groups were given clear instructions regarding the process and content of their tasks. Key issues are comp ared for moderated and DIY groups. It is concluded that unmoderated gr oups are likely to work best in mature sophisticated, post-modernist s ocieties which are ready to, and experienced in, challenging the statu s quo. Unmoderated groups allow a much clearer understanding of the ag enda as set by respondents. The unmoderated approach has particular va lue in exploratory and explanatory research, as well as the initial ph ases of NPD work, whereas well-moderated groups are more appropriate f or diagnostic, tactical and secondary stage NPD work.