Successfully recruiting for a focus group is the first step to executing a great project. A lot of effort goes into a successful focus group recruit. Some of these tasks are done behind the scenes by a focus group facility.
Below is a list of 7 focus group recruiting tips to understand how to make a focus group project successful!
Here's what you'll look like after a successful focus group project!
Tip #1: Clearly define the screening criteria
First things first, a focus group facility will ask for the screening criteria for the focus group participants. Typically, this includes a list of factors or quotas focus groups participants must meet.
For example, a client may ask our focus group facility to recruit those who are interested in purchasing a specific type of product or service, are a household decision-maker, and live within a specific geographic location. Clients may also ask for our focus group facility team to recruit a mix of genders, annual household incomes, races, and ethnicity.
The goal is to create an ideal mix of participants to have an effective conversation. However, it is important to note screening criteria does impact feasibility and cost of the focus group project. Meaning, a focus group facility will need to spend more and increase effort to reach people that meet very specific criteria.
Learn more about how much a focus group costs.
Tip #2: Understand industry standards
There are certain standards focus group facilities incorporate into projects. Some of the industry standards include over recruiting and offering refreshments.
First, a focus group facility will suggest over recruiting to ensure enough participants show. If the goal is to have 10 to 12 participate in a focus group, many will suggest recruiting 2 to 3 more participants per group. No matter how many reminders are sent to participants, there is always a risk of a participant having an emergency and not being able to participate. Over recruiting helps to avoid having too few participants.
Additionally, focus group facilities often suggest offering refreshments. Typically, this includes water, soda, wrapped snacks (e.g. granola bars), fruit, and/or light sandwiches. To goal is for participants to feel comfortable and get their thinking caps on for the discussion.
Tip #3: Start recruiting early
Want to save money on a focus group project? Give a focus group facility a few weeks to recruit before the groups are scheduled.
When reaching out to a focus group facility for a proposal, it should be roughly 3 to 4 weeks before the focus groups take place. This gives the teams time to finalize screening criteria, program a screening survey for recruiting, find participants, re-screen and schedule participants, and send participants multiple reminders.
When there is limited time to recruit for a focus group, the focus group facility needs to reach out to a lot of people very quickly which increases cost. Also, time and effort from staff is increased to complete the recruiting process as quickly as possible.
Learn more about mistakes to avoid when recruiting for focus groups.
Tip #4: Take reminders seriously
Our focus group facility takes reminders to the next level. The team puts a lot of time and effort to ensure each participant receives multiple reminders.
Typically, this includes an email confirmation once recruited, a phone call reminder 48 hours before the group, and a text message the day of the group. All of this communication helps our team reach impressive show rates.
Tip #5: Consider where and when the groups are held
Finding a focus group facility that is convenient for participants and at a convenient time will also lower recruiting costs and increase project feasibility.
When seeking a focus group facility, find one that is less than a 20 minute drive for participants. For example, if the team is looking for participants in a specific geography, pick a focus group facility that is centrally located.
Also, if the goal is to get general consumers to participate in a focus group, the team should consider making the start time for the focus group after 5:30 p.m. Knowing most general consumers work a 9 a.m. to 5 p.m. job, holding a focus group during those hours will make recruiting tougher and more expensive.
Tip #6: Offer an appropriate incentive
Offering an appropriate incentive means considering the effort from recruits to participate in the groups. For example, a general consumer who attends a focus group at 5:30 p.m. for 1 hour will require a lower incentive than a healthcare professional who attends a focus group at 12 p.m. for 2 hours.
Target audience, drive time, length of the focus group, and time of focus group all affect incentives. Learn more about market research incentives.
Contact the Drive Research Focus Group Facility
Drive Research is a market research company with a fully equipped focus group facility. Our market research company works with organizations around the world to fulfill focus group and custom market research needs.
Need a quote? Interested in a proposal? Here's how to contact our focus group facility.