The Link Group's mobile focus groups combine the elements of traditional qualitative focus groups with on-site interaction. Mobile groups begin and end in a focus group setting, although respondents are also taken to several different locations, such as competing retailers. This process provides respondents with fresh experiences that help them formulate and vocalize their opinions. The on-site "shopping trip" stimulates thought and provides insights that would be missing if respondents thought about the locations/retailers theoretically. Respondents are often asked to complete specific tasks at each location, which keeps them engaged in the process. After each store visit, respondents complete a short written exercise to capture basic learnings and initial impressions. Respondents refer to their written notes during the afternoon focus group to remind them of their experience at each location.