Question

Topic: Customer Behavior

Focus Group Solicitation

Posted by Anonymous on 7/20/2012 at 7:57 AM ET 250 Points
What is the best way to gather together a focus group? We hired a firm to put together a solicitation. They sent out 5000 pcs with a letter and a gift card for $25 if they became part of the group. We did not get a response. Is this the best way or should a list of phone numbers be culled and a call made explaining the purpose of the group. Or should the package have a brochure explaining who we are?
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RESPONSES

  • Posted by mgoodman on 7/20/2012 at 8:17 AM Moderator
    The facility you use should be able to recruit to your specification. Where are you located? Do you have a market research professional working with you on this? If so, he or she should be able to take care of this for you, probably in conjunction with the facility.
  • Posted by Jay Hamilton-Roth on 7/20/2012 at 8:19 AM Member
    Did your solicitation explain why they were chosen, when you need them, and how much effort it would require? $25 may not be sufficient to attract your group members. Also, how many qualifications (age, demographic, experience, etc.) do you require for possible selection - the harder to find the right person means that the "price" needs to be higher to attract them.
  • Posted by Gary Bloomer on 7/20/2012 at 9:10 AM Accepted
    Why do you think you need a focus group? What do you want to get out of the exercise? The issues with focus groups are myriad. Here's an interesting article that you might want to read: https://uxmag.com/articles/how-to-fix-the-5-most-common-mistakes-with-focus...

    Also, if you have a Marketing Manager and this person is your client, and he or she is also pulling together the group, and sending out cheap mailings that appear to lack ... focus ... it seems to me that you have a problem in the guise of conflict of interests.

  • Posted by marketbase on 7/20/2012 at 10:40 AM Member
    Sounds like a better source of info would be current clients. Maybe a personal phone call with a brief (very brief) opinion survey to ask existing clients' thoughts about interest in the expanded service would prove more fruitful.
    If the decision is made to pursue the focus group dimension, then the method (approach) MUST reflect the demographic group you are going after. Cheap and wordy is not going to cut it with this group. Also, pay closer attention to invitees--a shotgun approach to 5000 just won't cut it.
  • Posted by mgoodman on 7/20/2012 at 11:45 AM Moderator
    The best advice you can give your client is to get a market research professional to consult with him and whisper in his ear about how to do this. It won't cost that much for an hour or two of consultation, and it will almost certainly save the project (and another false start).

    If you need a recommendation, let me know. (Use the email address in my profile.)

    It's also possible that an outside perspective will trigger a redefinition of the question and/or modification of the research methodology. That could REALLY have a big payoff.
  • Posted by mgoodman on 7/20/2012 at 12:04 PM Moderator
    I don't understand what you mean.

    I thought your question was about how to recruit participants for a focus group. There are people who do this all the time, and it's not a secret of some kind. Your client obviously doesn't know that, so he's trying to do it himself ... but without the experience or know-how. I'm suggesting that he simply tap into the community that knows this stuff.

    As for SPAM, I also don't understand. I'm not suggesting a spam mailing at all. On the contrary, I am suggesting an approach that guarantees a focus group panel that meets his specs precisely, with no charge unless/until the right panelists show up and participate.

    WHAT would never happen?
  • Posted by Jay Hamilton-Roth on 7/20/2012 at 7:06 PM Accepted
    What's the value of the information you hope to obtain at the focus group? That value (multiplied by the number of prospective new clients) is what should drive your budget. Your target market is sensitive to cheap-looking, and their time is likely much more valuable than a $25 gift card.

    If you need information, sponsor lunches at local restaurants for organizations that your target audience is likely to be members of. That'll be more focused than your current approaches and more likely to be perceived in a better light.
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