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View Diary: Two Focus Groups (On Barack's Acceptance Speech and Sarah Palin) Updated (279 comments)

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  •  how it is done (2+ / 0-)
    Recommended by:
    oobi, Mercuriousss

    but what would motivate people to participate in one of these focus groups?

    $75->$200 cash, green dollar bills, depending on how long the focus group is.  You show up, they give you pop and free food and you leave with a wad of crisp twenty dollar bills.

    where do they find these people?

    There are companies who specialize in recruiting people for focus groups/usability studies.  You hand them a script (the screener) and they fetch you however many people you need for your study.  You typically pay the recruiting company based on how many people show up.

    I can't imagine what would motivate me to participate in a "focus group" for something this important

    No offense, but they screen specifically for your "type".  And by "type" I mean somebody with especially strong opinions on a topic.  You wouldn't want to have somebody who was a doctor in your focus group for a new brand of herbal cough drops.  If I was doing a focus for a political ad targeting "the average joe", I certainly wouldn't want a person who posted on daily kos in my group... they'd dominate the discussion.  Guess I disqualified myself :-)

    •  jury pool focus groups chosen this way (1+ / 0-)
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      many mock trials are staged in hotel conference rooms under the guise of "focus group"

      Before Jesus, there was love. Without love, there would be no Jesus.

      by oobi on Mon Sep 01, 2008 at 12:03:52 PM PDT

      [ Parent ]

      •  I've been on a medial mock jury (0+ / 0-)

        (Hey, they never asked if I work in Usability ;-).

        It is often cheaper to shell out $10 or $20k on a focus group and decide if you should settle and for what amount then it is to gamble on a verdict.

        In most cases, it is fairly obvious to participants why they are there based on the questions asked and the screener they answered.  Often times the CEO or some big money guy will come out from behind the mirrored glass when it is over and thank everybody.  Usually a "virgin" CEO is very, very stunned and impressed with how useful focus groups/usability studies are.  You learn so much about your product when you do one and usually have so much really, really good ideas to improve things when it is finished.

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