Market
research is a broad term that covers many investigation techniques.
We cover three areas on this site, one of which is the Focus Group.
Companies and organisations want to know what certain individuals think
or feel about a product or service that they are offering. In particular,
they are interested in consumer reaction. These individuals form a focus
group. The group participants are not chosen at random but instead must
meet definite criteria. The criteria is based on a number of aspects
that may be relative to the product or service being marketed, and include
age, gender, interests and background. If you fit the demographic profile
you will be asked to attend a focus group. Invitations will arrive either
by e-mail or telephone.
The
Focus Group meeting is held either at a set location or in your home.
Groups are usually small in number and informal, and are led by a moderator.
You will be briefed on the subject matter before you accept the assignment,
i.e. the focus group is about mobile phones. The sessions are usually
one to two hours long, during which you will chat about the item/service
and be asked for views, opinions and general feedback - drinks and snacks
are usually available. Focus groups are sometimes recorded but you will
be informed of this, and at no point will you be expected to buy anything.
Focus
groups can be fun and entertaining. You will be paid a fee for your
time that is in the region of £30.00 to £60.00 and sometimes
up to £100.00, of which you are usually paid in cash at the end
of the focus group session.
You
do not need any special qualifications to participate in focus group
discussions but you must be a UK resident and over 18 years of age.
Finally,
please do not sign-up with an agency that ask you for a registration
fee - participating in focus groups and joining agents is free. For
more details on scams and how to avoid them visit our 'scams'
page.
