In this method of research, BWI conduct a group interview in which participants are selected to openly discuss their feelings and perceptions on a specific topic, so that clients can uncover insights on Vietnamese consumers’ attitudes and behaviors. A qualified and experienced interviewer　guides the group, encourages the free flow of ideas. In another room called monitor room, there will be our specialists and clients observing, taking notes of the whole discussion and interpreting facial expressions, body language and group dynamics to figure out some key findings on Vietnamese consumers. The discussion may be recorded on a video camera or camcorder for afterwards analyses. 

FGI results in a wealth of data because the type and range of data generated in social interaction are often richer and deeper than　those obtained from one-to-one interviews. Our clients can apply this innovative research method to understanding the consumers, garnering reaction to concepts, prototypes and advertising.