Market
research is a broad term that covers many investigation techniques.
We cover four areas on this site, one of which is the Focus Group.
What is a 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.
What does a focus group involve?
The
Focus Group meeting or interview is held either at a set location, in
your home, via telephone or online. 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.
What's the cash incentive for taking part?
You
will be rewarded for your time and input with a cash gift incentive,
which is in the region of £20.00 to £80.00 and sometimes
more. Payment is usually made in cash at the end of the focus group
session.
Although
Focus groups can be fun and entertaining, please bear in mind that agencies
will only offer its members one invitation to participate approximately
every six months, so don't expect to make a lot of money from this.
Unlike mystery shopping,
paid survey participation
and field marketing,
where members are permitted to sign up with more than one agency and
take part in various studies, if you've been a focus group participant
during the last six months you won't be eligible to take part again,
so it's pointless signing up with more than one agent at a time. However,
if you're happy to make a bit of extra cash, a couple of times a year,
then this might be a good option for you.
What do I need to get started?
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.
If
you like the sound of this type of market research evaulation and would
like to participate in a focus group then please make sure that the
agency you choose is a registered market research company.
How can I take part in a focus group?
If you'd like to take part in a focus group you can
try doing a search on Gumtree
for a current list of focus groups in your area. Simply go to the Gumtree
website and enter 'focus groups' in the search field for an updated
list.
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.
SUMMARY:
Advantages:
Meet new people
Get to trail new products and services
Give your opinion and make it count
High rewards given in cash
Fun and interesting
