The guide, available here, offers advice to clients on some of the common problems that can arise when commissioning qual work, how to avoid them and tips on what to do when attending focus groups as an observer and how to work with an agency during the recruitment process.

“It is not a beginners’ guide to qualitative research,” the ICG said, “and it is not a qualitative researchers’ training tool. It’s for clients who already commission qualitative research and who want to make sure they get the best out of it.”