Focus Groups & Qualitative Research

Qualitative Research is all about exploration and trying to understand the ‘why' of consumer opinions, rather than trying to quantify attitudes.  Focus Groups remain the most common form of qualitative research, and are used in many situations, including: 

• New product testing or refinement
• Exploration of product line extensions
• Advertising testing, including creative testing
• Customer satisfaction issues where in-depth feedback is needed

 Example costs for full-service focus groups are as follows:  (9-11 participants per group, price includes all consultation, analysis, recruiting, facility rental and hosting, video and audio recordings, participant incentives, and incidental costs) 

• 2 groups, standard general population recruit:  $9,500
• 4 groups, standard general population recruit:  $17,500

 Factors that will affect the cost of focus group projects include: 

• Significant demographic quotas (gender, age, income, etc.)
• Groups with affluent or very affluent participants
• Business-to-business groups
• Transcription, hand-held video, or other factors

Click here to request a quote on your next project, or call us at 602.707.0050.