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Saving Money on Focus Groups

A big budget means that a company can afford to continue conducting focus group recruitment or push its weight around when it comes to pricing.<br>

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Saving Money on Focus Groups

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  1. Saving Money on Focus Groups As the recession looms, many of my qualitative research clients have had to figure out how to do more, with less. A recession is not the time to cut the research budget. More than ever, you need to know how customers are redefining value and responding to hard economic times. Price elasticity is in flux. Customers are more willing to postpone purchases, trade down, or buy less. Trusted brands and reassuring ads are especially valued. As the economy slows, recruiting and facility firms have staff and rooms that go unused. focus group recruitment rooms are perishables, in that the revenue from an unused room-night can never be recovered. I've been negotiating much cheaper out-of-pocket costs for qualitative research, especially if you stay away from expensive venues like New York City and San Francisco. After going to all the trouble and expense of recruiting carefully chosen respondents, many clients are content to interview them for a scant ninety minutes and send them home. Not only do pre-group diaries and surveys provide greater depth of information, but they also allow us to sample attitudes and behavior over a longer time frame. We're paying for these respondents, let's use them. While the US is a country of distinct regions, it's often true that for qualitative projects one or two markets will do. The reason is that the kinds of market segments we typically look for- housewives, technology adopters, frequent flyers, etc.-simply do not differ much from market to market. Not only does this save on travel expenses, but conducting more groups in a single market gives you greater leverage in negotiating prices.

  2. Online qualitative market research company and bulletin board discussions are a great solution for many kinds of research projects and can save 10-20% over focus groups if travel savings are included. Online facilities now allow the presentation of almost any kind of stimulus (including video), and cheap webcams make it possible to see respondents if that's important.

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