Respondent reasons for focus group participation

Take the money and run?

Editor's note: Alice Rodgers is president of Rodgers Marketing Research.

This article reports on the first phase of an ongoing research project about respondent motivation for participating in research. This is the first phase, in part, because the research raised additional intriguing questions to be pursued. Therefore, it is expected that this will be a long term effort to better understand the reasons people participate in focus group sessions and to see if they change over time. The first phase (reported on here) presents the tabulated results of questionnaires completed by 634 people who participated in a focus group session with Rodgers Marketing Research between March and December of 1989.

(This one-page questionnaire was usually distributed to participants at the end of the session. To maximize honest opinions about participating in a session without a gratuity, each person was instructed to write their name at the top of the page.)

In the next phase, focus group facilities will be asked to recruit one group of paid and one group of unpaid respondents. These sessions will be conducted and the results analyzed. The analysis will include a comparison of paid versus unpaid respondents and opinions, reactions and observations about the recruiting process. A third phase is planned to investigate the willingness of people who said on the questionnaire that they would participate without being paid to actually participate in such a group.

PHASE I RESULTS

Focus group moderators spend a lot of their time listening to respondents-- people who are willing to spend an hour and a half to two hours talking about such things as brooms, banking services or things like frozen yogurt, travel or professional issues. Sometimes we wring our hands and perspire a bit about getting the right people to attend one of these sessions. And while we have talked with and listened to hundreds or even thousands of people, most of us don't have a clear insight into what gets people to come to our sessions.

Some focus group facilities advertise for people to participate in groups using money as the draw. "Would you like to make $35 telling us your opinions?" Clearly, this appeals to the person who wants to make some money. We wondered if that same person would participate in a focus group without being paid.

So from March to December 1989, Rodgers Marketing Research surveyed all of the respondents who participated in our focus group sessions to find out:

• What motivates consumers to participate in focus groups? Is it primarily the money? Or are there other motivators?
• Are there different reasons for participating depending on the subject, the area of the country, or the frequency of past participation?
• Is it possible to do good, quality focus groups, perhaps for community or public service issues using people who would not be paid for their time?

Overall reasons for participation

Based on our survey of 634 respondents, there is a combination of reasons for attending. That is, most people gave more than one reason initially. Not surprisingly, almost two-thirds (66 %) said they accepted the invitation to participate because of the gratuity. However, other reasons were also cited:

• 51% accepted because they want to participate in research;
• 44% accepted because of interest in the subject;
• 36% accepted because they enjoyed previous focus group experience(s); and
• 18% accepted because of other reasons.

Other reasons often included curiosity: "I was curious what this would be like." Space was provided on the questionnaire so people could make additional comments. Comments often seen were: very enjoyable - interesting - enlightening - rewarding - nice - fun. In fact, just about all of the comments were quite positive. Most really enjoyed their experience and appreciated the opportunity to attend a session.

Some additional comments of interest about participating in a focus group:

- I think this is an excellent way to find positive and negative aspects about products before they are marketed.

- I want to have an impact on the market as a consumer and to see that companies market and advertise their products in a clear, precise, and honest manner.

- If my participation helped to make a change for the better, then it was worth my time.

- These sessions are necessary. They should be held more often.

- An educational experience.

- I felt very good about participating.

Clearly, some participants very much enjoy - and take seriously - their role in new product development.

Reasons for participation by type of group

While many enjoy these sessions, the gratuity is important. In fact, the gratuity was mentioned as one reason for participating by 60 to 80% of the people who attended household products, luggage, media related, food, and do-it-yourself (DIY), automotive and sporting goods sessions. It was mentioned by half or fewer of those who attended a professional group, a group on baby products, or a group on insurance related products.

The surprises here are that the gratuity was mentioned so often by those attending the food and media related sessions. Most expect these topics to be fun and lively -and tasty (in that most of the people in the food groups sampled ice cream, frozen yogurt, etc.), especially as compared to the insurance groups - expected to be dull and harder to recruit. It will be interesting to do further research in this area.

The gratuity was cited less often than might be expected for baby products. But many of these women had just had a first child or were expecting a first child and commented that they really liked the opportunity to discuss baby products with others.

Figure 1
Top two reasons for focus group participation, by topic area

Interestingly, the more frequent the participation in focus groups the higher the percentage who said that gratuity was one of the reasons they participate.

The second most often reason cited for participating was, "want to participate in research." Between half and two-thirds of the food, household products, media and luggage groups gave that as a reason. Half or fewer of the do-it-yourself (DIY), automotive, and sporting goods, professional, insurance, and baby products gave this as a reason.

And again, the more often the person had participated in a focus group, the more likely they were to say that one of the reasons they were at the session was because they wanted to participate in research.

Interest in the subject was mentioned by nearly half (44%) of all the people interviewed. By focus group, the percentages were:

• 80% for baby products;
• 64% for do-it-yourself, automotive, and sporting goods;
• 63% for the professional sessions;
• 51% for food;
• 50% for insurance groups;
• 43% for media;
• 28% for household products; and
• 27% for luggage.

Clearly, reasons for accepting an invitation vary by topic. Large numbers of new and expectant mothers agree to come to a session because they are interested in the subject. This was also true for almost two-thirds of the people in the professional and DIY, automotive and sporting goods sessions.

And while low percentages of the people in the household products groups said they came because they were interested in the subject, many of those people said they came because they want to participate in research.

Main reason for participation

In this survey, respondents were first asked to indicate all the reasons they came to the group. Then they were asked the main reason. Not surprisingly, most people said the gratuity. But other people gave other reasons. The results:

• 46% accepted because of the gratuity;
• 21% accepted because they want to participate in research;
• 17% accepted because they were interested in the subject; and
• 12% accepted because they enjoyed their previous focus group experience.

While over half of the participants in sessions on household products said the gratuity was the main reason they participated, fewer than half of any of the other groups cited that as the main reason.

• The top two reasons for participating compared by various topic areas are shown in Figure l. For the professional and insurance groups, gratuity was listed less often as the main reason as compared to all the other topic areas.
• Interestingly, there was quite a bit of difference in the numbers of people who said the gratuity was the main reason they participated: 53% of those who had done six or more groups cited it as the main reason, in contrast with 40% of those who had done three to five groups. For those who had done one or two, about 47% said the main reason they came was because of the incentive fee.
• One way to determine willingness to participate in a session without being paid is to ask participants if they would do the session that they are in without a gratuity. This question was included on the questionnaire. The results: slightly more people said they would (33%) as compared to those who would not (30%); while 38 % were not sure.
• About two-thirds of the people in the insurance and food groups said they would do the session with out being paid. Otherwise, for all other topics, fewer than half said they would participate without an incentive.
• Overall, high percentages said they would do a professional group without a gratuity. But when the professional groups were asked if they would do their current session without being paid: 31.6% said they would; 21.1% said they would not; and 47.4% were not sure.
• There is an amazing difference in willingness to participate without an incentive when comparing those who had done three to five groups versus those who had done six or more. Over twice as many of those who had done three to five (45.5%) would do their session without being paid as compared to those who had done six or more (21.6%).
• Of those who said gratuity was the main reason for participating, just 14% would have done their session without being paid. For those who gave other reasons as their main reason: "want to participate in research," "interest in the subject," or "enjoyed previous experience," about half were willing to do their session without being paid.

Potential for using unpaid respondents

Finally, respondents were asked if they would participate without being paid in focus groups on various topics. The results:

For all topics, half or more said they would participate without being paid or they were not sure.

It is interesting to note that more people would be willing to do a group on professional issues without a gratuity as compared to any of the other topics. However, people who participate in professional groups are generally paid a higher gratuity than people who participate in any other type of session. And more people in the professional groups said that the incentive fee was stressed when they were recruited as compared to the other sessions. While about half of the people in the professional groups said the incentive fee was stressed, fewer than half of all the other groups said it was.

For just about all topics, more people who had done three to five groups were willing to participate without being paid as compared to those who had done six or more or one or two. In fact, fewer of those who had done six or more were willing to do a group without being paid on any topic as compared to those who had done one or two or three to five.

Getting people who have done six or more focus groups to participate in a focus group without being paid appears to be more difficult than getting those who have done three to five. And getting people who have done three to five to do a group without an incentive fee would be somewhat easier than getting those who are "virgins" and those who have just done one or two.

Some people commented on the gratuity issue on their questionnaire:

- Enjoyed the session a lot, and would be willing to come again. The gratuity is helpful, but working this into my schedule is the bigger issue on participating. (First time participant)

- I came primarily for the gratuity, but ended up enjoying the session and enjoyed expressing an opinion. I would come back to do some of these others for free.

- I would be willing to participate without a gratuity as long as I could work around my work schedule. I agreed to come tonight because I wanted to participate, but I took off work, so the gratuity helps. (Pregnant woman)

- I live on the other side of town. I don't know if I would want to drive all the way up here for no gratuity. Maybe if I was closer....

- The first focus group I attended I came for the gratuity. I came back again because of the gratuity, but most importantly because they are fun. If they weren't enjoyable, the gratuity would not make it worth it.

- I enjoy these groups, but baby sitters cost money and I couldn't really justify $15 to $25 in baby sitting, transportation and time away from my family if there was no pay.

- Money is not that important - my time is. I would do interesting groups as time allowed if no money were offered.

- It was enjoyable and I learned from others, but I would not give up my time except for public service or professional groups if there was no gratuity.

- I am very busy and expect to be paid for my time.

From the standpoint of recruiting, familiarity with and enjoyment of the process appears to enhance the willingness for people to participate without a gratuity. One first time respondent gave a clue as to what got her to attend:

- The person who called was very professional which maintained my interest. Also giving me a number to call back legitimized the offer.

While it may be difficult to recruit "virgins," once they have done a group, they are quite enthusiastic. And, interestingly, several commented on how important the research process is:

- I believe it is a great experience - just like serving on a jury. More people should get involved.

- I enjoyed it far more than I thought I would. You learn something and you get a chance to contribute.

- I wasn't sure what I was getting into, but I really enjoyed it. Ideas were welcome - honesty was stressed.

- I felt like I was helping a company do market research which saves money in the long run. I felt the need to be completely honest.

It appears from this research that many of those consumers who have had a chance to participate in a focus group take their role seriously and believe it is a valuable and important role that they play. Some final comments:

- I had a good time and my opinion is important.

- It was an openly honest discussion which should prove valuable to the company sponsoring the project.

So while perhaps a few of the people RMR listened to in 1989 did just want to take the money and run - others were there because they believe they are performing a valuable service - and they are!

The author wishes to thank Bob Harris of JRH Marketing Services, Inc. for his encouragement and comments, and the Qualitative Research Consultants Association (QRCA) for their support. QRCA is not-for-profit professional organization of consultants representing more than 300 research firms in 30 states, Canada, and Latin America. Its principal objectives are advancing the professionalism of qualitative research consulting, communicating the importance of the independent consultant's role in qualitative marketing research and bringing qualitative consultants together in a strong interdependent community. For more information, call 212-315-0632 or write QRCA, P. O. Box 6767, FDR Station, New York, NY 10022)

ARTICLE SIDEBAR 1

Methodology

A total of 634 people completed one page questionnaires after they had participated in a focus group A session. The surveys were done by Rodgers Marketing Research between March and December of 1989.
Level of previous experience with focus group participation of respondents who completed the questionnaire:

• for 44%, this was their first experience

• for 25.4%, this was their second experience

• 15.9% had participated in three to five groups

• 8% had participated in six or more

• 6.6% did not respond or said they did not know

Segmentation of the data was by:

• Total number of focus groups attended (as shown above)

• Location of groups.
  
  Northeast: Philadelphia
  Southeast: Orlando, Tampa, Atlanta
  Midwest: Cleveland, Canton, Akron, Columbus West: Seattle, San Diego, Los Angeles
• Type of group. Household products included groups on bath products, cleaning products, and vacuum cleaners. Do-it-yourself, tires, and sporting goods groups were combined for one category. Food included dairy products, frozen yogurt, cottage cheese, etc. Groups of small businesspeople and groups of contractors were combined for a professional category. Groups on TV and newspapers were combined for a media group. Luggage is a separate category.
  
  Given the nature of the focus group and the work done by focus group moderators, many of these categories would be different. That is, in a different year, there would be different cities, different topics, and of course different respondents. There would also be different facilities used.

A note of caution

Note that some of these sample sizes are small. For example, there were just 19 people in the Northeast. Clearly, generalizing data is not advisable.

In fact, given the nature of the focus group process (selecting a facility and selecting people to attend a session), this data may not be generalizable. Nevertheless, it provides some interesting information about respondents and their motivation for attending a focus group session.

ARTICLE SIDEBAR 2

By Joseph Rydholm, managing editor

Why do people take part in focus groups?

Alice Rodgers began pondering this question after she read an article in the December 1988 issue of Quirk's Marketing Research Review about a method for finding first-time or "virgin" focus group respondents. The article suggested that one way to recruit was to promote the fact that respondents are paid to participate.

"I knew that money was a motivator, and it may be a prime motivator, but I hoped that there were some other reasons," Rodgers says.

Her research found that respondents do in fact have other reasons for participating-such as an interest in the subject being discussed, and a general wish to participate in the research process-a finding that contributes valuable insight into respondent motivation, she says.

"The more I understand about the people and their motivation, the better job I'm able to do. Clearly that's what all focus group moderators want to be able to do: to really serve their clients at an optimum level.

"I think the survey results will be helpful to the field, because it turns out that while money is something that should be mentioned (when recruiting), it may not be a main motivator. The subject matter is something that's going to get people to certain kinds of groups, and so is the fact that they've participated in groups before and enjoyed it.

"The fact that there are many people that really like to participate in research is a big finding because we're all so concerned today about getting people to cooperate in research, and the more we understand about the people we're trying to get to participate in research, the easier it is to recruit folks and the better the research will be."