At Highlight, we work with **real people** (we call them Highlighters!) who have jobs, kids, priorities, and routines that can change daily. Traditional focus groups often require participants to fit into a fixed schedule, which doesn’t always match the way real life works.

Instead of rigid time slots, we take a more flexible, participant-friendly approach to qualitative research. We use:

- **1:1 in-depth interviews**
- **Video testimonial feedback**
- **Asynchronous qualitative methods**

This lets us meet Highlighters where they are—both physically and mentally—so they can provide thoughtful, in-depth feedback **on their terms**. The result? Richer, more authentic insights without the constraints of a typical focus group setup.

Have more questions about our qualitative methods? Get in touch with our team - we're happy to share more! Or visit the knowledge guides below!

[Add-on activities](/content/help/add-on-activities/index.html)

[Conduct in-depth interviews](/content/help/how-can-i-use-highlight-to-conduct-in-depth-interviews/index.html)

Still need help? [Browse the Help Center](/content/help/index.html).