The information is obtained in focus groups, or, if the matter
is subject to a rigid social code which might distort group discussion,
through in-depth personal interviews.
The focus group provides a dynamic intercourse similar to those
existing in society in which the most common roles appear: prescriptor,
sceptic, creative, followers etc.
Through group discussion the emotional elements which influence
rational judgement come to the surface.
Analysis of these identifies the real motivations behind decisions