Editor’s note: Dr. Leslie M. Harris is chairman emeritus of Focus on Boston, a Boston, Mass., focus group facility, and founder of the International Network of Focus Group Research Centers.
When conducting a focus group, everyone knows that it’s crucial to have an excellent moderator. But don’t overlook the importance of recruiting and the focus group facility. This article explores key considerations for choosing a facility that can make the difference between successful and unsuccessful focus groups.
The number one consideration in choosing a focus group facility is the facility’s ability to recruit the correct respondents in accordance with the criteria (i.e., demographics, lifestyle and product usage) specified by the moderator. A serious problem exists when the participants are not qualified to be in the group.
A facility with its own recruiting staff, one that works from the company’s offices, is the most desirable. Each recruiter can be monitored and each screening question asked exactly the same. When recruiting in multiple cities, it’s all the more important to be consistent.
Recruiting qualified respondents
Repeat respondents are an increasing problem. When the recruiter asks the respondent if he or she participated in a focus group within the past six or 12 months, they may answer no, when in fact they have participated in one or even several studies during that time. Or they may claim false brand usage, age or income grouping or any other screening criteria they think will result in their being invited to participate.
How to avoid this? The first solution is to require the respondent to bring his/her driver’s license or other photo ID to the session. The information on the driver’s license can be checked against the information on the screening form.
Another solution is to require the respondent to complete a second screener when he or she arrives at the facility. This screener can be compared with the screener obtained when the respondent was initially recruited.
The Sigma Validation System is a third safeguard. Sigma cross-checks the phone number of the respondent with other studies conducted within a specified time and geographical area.
If the facility has its own computerized data files, it can check respondents by comparing telephone numbers and prior group participation.
Recruiting can be most productive when the field agency understands the objectives of the research. They can then help the moderator ask the right screening questions in order to recruit the most qualified respondents.
Physical comfort
The physical comfort of respondents and clients is essential to the conducting of a successful group.
Conference room: Is the conference room large enough to seat 10 to 12 respondents? Are the chairs comfortable enough for the respondents to feel relaxed? Is there enough space to permit the respondents to move about? Is there room to display concept boards?
Respondent waiting room: Does the respondent waiting room have enough space to allow the respondents to have a light snack/sandwiches before the group?
Private area for rescreening respondents: Is there a private area where the respondents can be re-screened?
Viewing room: Will the viewing room accommodate 15 or possibly 20 client viewers?
Moderator’s room: Is there a private room for the moderator to use for personal calls or for a few minutes of relaxation/meditation?
Telephones and privacy: Does the facility have telephones in private areas for calls to offices, other clients, hotels, airlines, etc.?
One-way mirror: Is the one way mirror large enough to permit all of the observers to view the group?
Soundproofing: How effective is it? Are noises easily transmitted from the client/respondent areas?
Remote video transmission: Does the facility provide a debriefing area with a monitor to enable your clients to view the groups other than through the one-way mirror?
Equipment
Does the recording equipment permit the moderator to easily hear all of the group’s comments? Microphones should be placed away from air conditioning units and around the conference table so that all the voices are recorded.
Does the facility check the equipment before each group? It is not enough to have expensive, high-tech equipment if it doesn’t work.
Is video equipment available for showing commercials?
Are word processors/typewriters/copy machines available and in working order?
Temperature control
Does the air conditioning system and/or heating unit provide good ventilation? Respondents who are either too hot or too cold are not likely to be alert or responsive. Is there an arrangement with the building not to shut down the air conditioning after 5 o’clock?
Location
Is the facility convenient to a good hotel or to the airport? Does the facility provide adequate directions? Does the facility assist in making hotel reservations? Are discount rates available?
Planes are often delayed, and moderators or their clients need to minimize the travel time from the airport to the facility. Groups frequently conclude at 11 p.m. (allowing for debriefing time). A nearby hotel is often a salvation for the wearied moderator and his or her clients.
Other considerations
Responsiveness: How quickly does the facility respond to a bid request? How responsive is the facility in providing project status reports?
Amenities: Does the facility make a special effort to satisfy client food requirements? Tastefully prepared food can help make spending four to six hours in a closed environment a little more bearable.
Confidentiality: Are there written procedures for maintaining the confidentiality of the research? For example, the name of the sponsoring company should not be visible on any of the materials the respondent might see such as the re-screening questionnaire or the incentive sign-out sheet. In addition, all materials belonging to other companies that are or will be conducting research should be stored in a private area.
Assistance: Is there a manager on duty who can respond to any emergencies or special needs such as the recording equipment not working or a sudden need to purchase a competitive product?
Professionalism: Does the facility’s staff conduct itself in a professional manner, i.e., dress, demeanor?
Consider many factors
When choosing the right facility for your focus groups, you must consider many factors. However, the professionalism of the recruiting organization - operating according to the accepted practices of the Qualitative Research Consultants Association and the Marketing Research Association - is the most important.
Finding a facility whose management is really concerned about maintaining these practices, one that can respond to your emergency needs and to your technical requirements, and that is easily accessible and well-equipped, will go along way toward ensuring that your groups are successful.