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What is shadow group?
A shadow group is a qualitative research technique similar to focus groups, however, the moderator only asks rhetorical questions. Shadow groups are only conducted by a select few researchers and the effectiveness of this technique is considered highly suspect. It is closely related to other Amorphitative techniques.
Jim thought he was providing information for a study about cat food, but when he arrived at the facility he and the other participants were part of a shadow group where they were asked only rhetorical questions.
shadow group - video
