Dinner Groups
Dinner Groups take traditional Focus Groups in a new direction by conducting exploratory research in a new environment―from fine dining restaurants to funky coffee shops―giving both clients and consumers a seat at the table.
Dinner Groups, sometimes called Research Receptions, leverage recruited participants, professional moderators, and client stakeholders together in a private, yet familiar setting. They offer flexible and free-flowing conversations as participants and moderators feel less pressure from time constraints and can open up to share stories and anecdotes, placing research in the context of their lifestyles.
The result is a casual, interactive discussion that fosters deep exploration centered on themes, trends, and larger cultural phenomena often glossed over in traditional focus groups.
Download W5’s Dinner Groups White Paper
Our White Paper has everything you need to know about W5’s Dinner Group research!
Advantages of W5’s Dinner Groups includes:
The casual environment allows participants to build natural rapport, opening the door to a collegial atmosphere and candid response
Allows for multiple W5 moderators leading multiple conversations, focusing on specific topics in smaller, more intimate conversations
Removes the one-way focus group mirror, allowing unfettered access to target audiences
Topics of conversation can be adjusted throughout the evening as the discussion progresses for iterative learning
Connect with us to learn more about W5’s capabilities and how we can support your team.
See how W5 leveraged customer voices to grant a quick-service restaurant permission to play in the plant-based space through Dinner Groups.
See the case study here.
How are Dinner Groups different from traditional research methods and when do they come in handy?
W5 explains in this blog post!