Let’s Break Bread Together: The Candid Nature of Dinner Groups

By Kathy Justice

Not all research methodologies are created equal. I say this because there is one methodology that has always stood out to me as a more out of the box and innovative approach than traditional methodologies―the Dinner Group.

So, what are Dinner Groups? Quite simply, Dinner Groups are a research-based “dinner party,” where moderators, clients, and participants join around a communal table at a local restaurant or venue to break bread and participate in an organized, yet casual conversation about the research topic at hand. Clients can get incredibly close to their consumers by sitting beside and speaking with them directly to create meaningful connections.

Dinner Groups are advantageous as they bring the research out of the sterile environment of a facility and into the real world where participants feel more comfortable sharing their authentic selves candidly. A Dinner Group can be a catered reception with a large group of consumers or an intimate coffee chat with a smaller group.

Given its conversational approach, Dinner Groups are ideal for exploring lifestyles, themes, and trends occurring in common culture as well as more granular topics, such as decision making or opinions of a specific product or brand. While the conversation is guided by a W5 moderator to ensure specific topics are addressed, the conversation is flexible and free flowing, allowing participants to share personal and lifestyle experiences and anecdotes. Additionally, the format can be modified to fit the research topic or consumer audience in a myriad of ways, making it a flexible and dynamic research solution.

Here at W5, I’ve had the opportunity to participate in steakhouse dinners with local socialites, discussing premium alcohol beverages preferences at high-end restaurants, and a catered reception with flexitarians exploring new ideas for plant-based foods among many others. These sessions have represented some of the deepest learning about consumers’ lifestyles, beliefs, and behaviors I’ve experienced, thanks to the enthusiastic sharing encouraged by the relaxed, party-like atmosphere. Dinner Groups seem to level the playing field by placing everyone on equal footing in a shared, communal experience.

Is a Dinner Group a good fit for your next research project? Here are some benefits and challenges of the approach to consider:

Key Benefits of Dinner Groups

·         Casual environment encourages open dialogue and authentic responses

·         Flexible, free-flowing conversation allows participants to share more personal experiences and anecdotes

·         Multiple moderators, multiple conversations, multiple points of learning

·         Format of event including venue, setting, food, size of party, etc. can be customized to match the topic and audience

·         Opportunity for group collaboration and sharing of ideas

·         Rather than simply observing the discussion from behind the two-way mirror, clients can be involved in conversations

Key Differences between Dinner Groups and Traditional Research Methods

·         Conversation may be less structured than a traditional focus group conversation

·         More emotional, less rational expression from participants

·         Traditional research approaches have one moderator, one conversation, resulting in a very deep, focused exploration of key topic areas

·         Not ideal for reviewing stimuli or concepts

·         Clients cannot observe from afar or discretely

Interested in learning more about W5’s approach to Dinner Groups? You can download our Thought Piece here or schedule a call with us to discuss adding Dinner Groups to your research toolbox.