Focus Groups

When a timeline is critical, our Focus Group Division is prepared to get the job done on schedule. We utilize a network of focus group facilities throughout the U.S. to support our qualitative projects. In most cases, our multi-lingual recruitment staff will conduct the recruitment of all participants utilizing multiple sources. Moreover, clients can expect the following first-class services and equipment to meet all of their focus group needs.

Project Management: Our 28 years of experience in managing focus group projects ensures that special attention will be devoted to all project details and that all logistics will get done right the first time. We have considerable experience in managing multi-site projects.

Design of Screener: Because the type of participant that you need for the focus group project directly impacts the recruitment costs, we devote much attention to ensuring that the screening criteria are clear and realistic given the expected incidences.

Design of Discussion Guide: We will guide you through the design of the discussion guide to ensure that all of your marketing questions are being addressed, that relevant copy and exhibits are in place, and that the moderator fully understands your objectives.

Recruitment: We utilize a comprehensive set of resources to identify the consumer that you desire, including our in-house database, community churches, schools, chambers of commerce, and U.S. residential lists. We take special care to ensure the best show rates by identifying problem addresses and telephone numbers, sending invitation letters in the appropriate language, providing clearly designed maps of the focus group facility, conducting confirmation calls, and replacing last-minute cancellations.

Our recruiters have successfully recruited the following groups:

  • Hispanics
  • Asians
  • African-Americans
  • General market
  • Senior citizens
  • College students
  • Teens
  • Children
  • Business and civic leaders
  • Recent immigrants

Facility Management: When you arrive at the focus group facility, the hostesses will already know who you are, have your dinner menu ready, and ensure that any special needs have been addressed.

Moderating: Only experienced, professional moderators will be assigned to your focus group project. Moderators usually arrive one hour before the first session and consult with the client to clarify any final points about the copy or products being evaluated and the general flow of the discussion guide. The assigned moderator will also ensure that all of the materials and equipment for the project are in place. We can provide moderators for groups in English, Spanish, Chinese, Vietnamese, and Korean languages.

Simultaneous Translators: We will provide simultaneous translators to ensure that English-speaking clients can seamlessly follow the focus group discussion with the help of special listening equipment.

Audio and Video Capture: Audio taping is a standard service for all focus group projects. The options for video capture, however, are several. Traditional VHS videotaping is the default with DVD available on request. Video-conferencing and Internet video streaming are additional options at many locations. When needed, we can ensure that both the native and English-language discussion are recorded on the video option selected.

Transcriptions: A verbatim transcription of the focus group discussion can be prepared within a few days following the session.

Written Reports: The focus group report is provided in two formats: top-line and detailed. The top-line report is written for the decision-maker who needs a summary of the focus group findings within a few days, while the detailed report requires more analytic time since it incorporates participant verbatims in the analysis. Reports are professionally written and incorporate recommendations for marketing strategy.