We recently posted a satirical video of an interview with a professional focus group respondent.
Today I ran across this article written by another professional respondent. While somewhat old, I believe it still rings true nearly five years later.
For reasons that are probably apparent from watching the video and reading the article, the current system that most firms employ for focus group recruiting is defective. Sure, it’s quicker and cheaper upfront, but those valuable “insights” you’re gaining are costing you in the long term.
While Corona conducts and hosts many focus groups, we do not recruit from pre-screened respondents for our projects. We recruit fresh sample for each project and our participants have often never participated in any group before. Yes, it costs marginally more, but the quality of the respondent is worth it.
Want to find out more? Please contact us to discuss your project.