Wondering if there is a "right" time to hold a focus group? Our focus group company can help you find the best time to host these sessions!
Focus group projects typically come with a lot of variables such as:
- Deciding the number of focus groups to hold
- Deciding how many participants are needed for each focus group
- Finding a place to host the focus groups
- Finding a focus group moderator
Learn more below about finding the best time to host a focus group. Or read our insider's guide to managing a focus group project.
Tip #1: Is there an ideal time of year for participants?
The first step to finding the best time to host a focus group is to see if there is an ideal time of year for participants.
There are a few obvious times during the year to avoid, such as holidays, but also consider avoiding local events that could conflict with people choosing to participate in the focus group.
Additionally, take into consideration the type of person you are reaching out to participate in the focus group.
Are there specific times during the year that make it easier for them to participate in a focus group? The answer is likely yes.
- Gathering teachers for a focus group in the fall is going to be more difficult than in the summer.
- Finding accountants for a focus group in April (tax season) is going to be more difficult than at other times during the year.
- Talking to landscapers is a bit easier in the winter than in the summer.
Tip #2: Find the right day of the week for participants
Before deciding when to host a focus group, find out if there is a best day of the week for participants.
For general consumers, market research companies suggest choosing a day in the middle of the week such as Tuesday, Wednesday, or Thursday.
Why? From our experience, focus groups hosted on a Monday or Friday (near the weekend) often have higher drop-outs and no-shows.
This is because most people go back to work on Mondays and are a bit overwhelmed to start the week.
On Fridays, the weekend is drawing near and it's much easier to put off those obligations going into the weekend.
However, it is always important to keep your target audience in mind. There will always be an exception to every rule.
For instance, if you're reaching out to those who work in the restaurant business, perhaps Monday is the best for these individuals to participate.
Tip #3: Find the right time of day for participants
After you have found the right time of year and day of the week for a focus group, the next step is to select the right time of day.
Factors like working hours and family needs are the primary considerations when selecting the right time of day.
For general consumers, focus group companies like Drive Research, suggest choosing a time that is 5:30 p.m. or later (after traditional working hours).
Furthermore, try to end your groups before 9 p.m. or 9:30 p.m. at the latest.
We have moderated some sessions that stretched to 10:00 p.m. and let's just say we had to bring in some extra coffee for those participants.
Typically these are ideal times for focus groups, however, depending on the audience these times may need to be adjusted to meet their needs.
Tip #4: Make participating worth their time
The trick to finding the best time to host a focus group is to ensure participating is worth their time.
Most focus groups offer participants rewards such as cash as a thank you for their time.
If for some reason, the time of year, day, or time of day for the focus group is not ideal for participants you'll likely need to increase the incentive to encourage participation.
For example, if you are conducting in-person small groups with physicians during the day many will simply calculate their hourly rate for seeing patients versus what you are paying them for 90 minutes of their time.
If what you offer is not equal to or more than what they can make at their office, they will likely bow out.
Wondering how much you should offer as a thank you for participating in a focus group? Learn more about market research incentives.
Editor's Note: This blog post was originally published in August 2018, but has been updated for readability.
Drive Research is a full-service market research company available to help your team execute a streamlined focus group. Whether it be located at our focus group facility in Syracuse, NY, or online, we provide a full array of services such as qualitative recruitment, question design, moderating, and reporting.
Let's talk! Contact our team through a preferred method below.
- Message us on our website
- Email us at firstname.lastname@example.org
- Call us at 888-725-DATA
- Text us at 315-303-2040
As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.
Learn more about Emily, here.