Group dynamics

In any group working together, influences or social forces will shape the contributions of individual members - factors such as social norms, power relationships, and taken for granted or contested meanings. Group dynamics or group process describes the way in which any group of humans interacts and develops as a group, and the relationship between the group and the individuals within it. For qualitative market researchers who work often with groups it is important to learn to maximise the beneficial aspects of group working and minimise those that are disruptive or unproductive for the purposes of the research.