Central Location Research refers to research conducted by assembling the respondents at a centralized research facility.Central location research consists of 3 types of moderation techniques.



Focus Group Discussion is the most effective research methodology among exploratory qualitative research methodologies.It involves an open discussion with 6 to 8 respondents conducted by a skilled moderator.These may last from 30 to 120 mins involving deep discussion on a particular topic or a range of topics.Focus Group Discussion (FGD) methodology is effective in the following situations:-



  • When the researcher is looking to explore the range of ideas,emotions or opinions about a topic.


  • When the researcher wants to understand the similarities/dissimilarities in opinions,reactions,behavior of the respondents with regards to the subject of discussion.


  • When the researcher wants new ideas to emerge from the respondents discussing a topic among themselves.


  • When the researcher needs information to design a well informed,closed ended questionnaire for a large scale quantitative survey on a topic which needs exploration.


  • When the researcher wants to understand or validate the results of the quantitative survey.


  • When the client wants to silently observe the respondent for their non-verbal behavior from a distance.


These are In-Depth Interviews (IDIs) conducted in a centralized location or research facility where the client can silently observe the interview. Sometimes the client wants to observe the respondent for behavioral aspects or just make sure that the IDIs are being conducted in the intended way.The respondents are recruited and chauffeured-in at the research facility at a particular date and time.


Centralized IDIs helps the researcher and the client, to understand the respondents better and at the same time gives further clarity on the research topic.

Dyads/Triads/Mini Groups are those moderation techniques which involve simultaneous interviewing of two, three, or upto 5 respondents.These techniques are preferred when:-


  • The researcher wants intensive individual interviewing with checks offered by other respondents in the same group.For e.g. Patient interviews in presence of the care taker.


  • The discussion guide is too detailed to be discussed among larger group of respondents.


  • Sheer scarcity of hard to reach respondents for e.g. Head of Neurosurgery departments in tertiary hospitals across India.


  • Research facilities used for the CLTs are not up to the mark.The clients who come to view the centralized facilities are not satisfied with the less-than-appropriate build quality (cheap quality partitioning of conference rooms, dilapidated walls etc) and hygiene standards maintained in the facility.


  • The moderators are less knowledgeable and not appropriately skilled to handle the respondents leading to a drop in quality of discussion.


  • The client cannot connect with the moderator during the discussion.Thus if there is a problem which is identified during the discussion and may need rectification or pertinent query which needs to be asked which might be useful for the client,anything can’t be done till the interview/discussion is over.


  • We have collaborated with 5 star properties in all major cities to bring to you world class CLT facilities.The comforts of a star property makes the interview duration pleasurable for the respondents,moderators and the clients.These properties are centrally located and easily accessible from all parts of the city.In cases where clients fly down to the location,we always try to arrange the moderations in the same hotel where the client puts up.


  • All our moderators have domain knowledge of more than 3 years and have undergone rigorous training sessions to hone their moderation skills (Click)


  • We provide Laptops to all the moderators which enable constant contact between the observer and the moderator.If any course correction is required during the discussion it can be communicated to the moderator instantaneously.