Recruiting
On the surface, focus groups look like a relatively inexpensive method to gather research information that can be easily disseminated and widely used throughout an organization. Focus group research is actually, on a per-respondent basis, one of the most expensive research methods available. Nothing is more frustrating when significant effort has been expended on the part of planners and marketing personnel to identify key market segments, plan for information needs, and “show up” to view groups that allow for nearly direct interaction with customers and non-customers, than to have respondents in the group who do not meet the specifications for participation, who have difficulty expressing opinions in a group session, or are simply there for the money. Northwest Research Group uses many procedures and standards to ensure the utmost quality and value when recruiting for focus group research.
In the recruitment phase, the goal is to provide for both similarity and contrast within a single group. As a rule, combining participants from varying social classes or who have contrary behaviors is undesirable, because of differences in their perceptions and experiences. Also commonality among group members avoids interactions and conflicts among group members on side issues.
Within these otherwise homogenous groups, providing for a spark to be occasionally struck by introducing contrasting opinions is helpful. To accomplish this, we include a mix of participants in each group who represent otherwise different characteristics. In each group, we can recruit a mix of persons representing different demographic characteristics – age, gender, socioeconomic background, etc. Also, a representation of the entire geographic area is sought. Moreover, within a group, a mix of key characteristics can be sought.
NWRG, and all qualitative research firms used by NWRG, recruit participants by telephone. Trained recruiters contact households randomly or use a database of prescreened respondents to identify qualified participants. This latter approach is used particularly in the case of “low-incidence” samples where the cost to identify respondents with critical characteristics may become prohibitively expensive.
We recruit adequate participants to ensure an 80 to 90 percent “show rate.” NWRG employs stringent screening and recruiting guidelines to ensure qualified and articulate participants for a focus group session. These guidelines include:
- A screening instrument that ensures that all participants meet the segmentation criteria
- Setting quotas to ensure there is a mix of respondents with different demographic, socio-economic, and lifestyle characteristics in each group
- Applying strict industry qualifiers and past participation screens to exclude "professional" respondents from the groups
- Mailing a confirmation letter with a map and detailed directions to the facility. The letter explains in more detail the purpose of the research and the importance of their attendance. Participants are encouraged to call if they have any questions or concerns
- Re-screening and confirming participation one to two days before the group. A supervisor or very experienced interviewer typically does this re-screening. This is done to verify that the participants meet all screening criteria and that commitments have not arisen preventing them from attending the focus group
- Final re-screening of participants when they arrive for the focus groups. This verifies each participant’s qualifications, current physical condition, and provides information on the final mix. If more participants arrive than can be seated in a group, this re-screening process is used to select the most representative mix of participants
Janice Rush, VP Research Services, and her staff work throughout the recruiting process to ensure that all recruiting is completed to specifications, to identify and resolve problems as they arise, and to maintain budget controls. In cases where we use a subcontractor in a local market, we require the subcontractor to provide a daily written report. Similarly, we keep in touch with the facility project manager at all times during the process.