Find The Right Focus Group Respondents: Screening
Finding the most qualified focus group respondents is the single biggest challenge for marketing research professionals everywhere. Without the right, highly targeted individuals who meet your requirements, even the best-executed focus groups won’t be able to provide the strong data that drive market success.
Recruiting the best respondents for your focus group starts with your recruitment screener. This is the gateway through which the most qualified respondents are filtered and found. Whether your initial screening is conducted via an online survey or a direct phone call, creating a good screener is the first step toward focus group success. That’s why it’s critical that you formulate a series of screener questions that yield the answers you need without providing respondents with easily guessed “correct” answers. In other words, it’s important to avoid “leading the witness.”
Other factors to consider when creating your focus group recruitment screener include keeping your screeners short to yield the most precise responses and keeping your language as targeted as possible to your respondents’ demographic and psychographic profiles. In short, be concise and know your audience!
For more helpful advice on how to construct the best screeners for your focus group recruitment efforts, stay tuned to the FPG blog or click on the button below to schedule a consultation with one of the experts at Focus Pointe Global.
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