Afraid of group research? Zero reasons to fear focus groups

Interested in taking part in paid market research, but not sure what is waiting on the other side? Fear not! Today we talk a bit about a very specific type of market research: the focus group.

We understand why some participants might feel unsure about applying to market research and being asked to talk and share their opinion in front of a group of unknown people. However, you have no reason to feel like this. Information is power, and today we explain to you what happens when you take part in a focus group. Besides, we also share feedback provided by real participants who took part in actual focus groups up and down the UK.

So, first of all, let’s explain what exactly a focus group is. If you’ve ever watched The Apprentice, then you probably have a good idea of how a focus group works. It’s essentially a group discussion led by a moderator. The moderator’s job is to guide the group’s conversation around a specific subject, gathering the group’s feedback and compiling it into a report.

Beyond the incentive

You don’t need to have any specific professional experience or set of skills to take part in a focus group. You only need to be relatively comfortable expressing your opinion in front of people you don’t know. Heather A., from London, told us she really enjoyed giving her opinion, especially because she was part of “a comfortable social group setting. Very warm and friendly, making me feel valued.”

When it comes to market research, it’s important to look beyond the monetary incentive. As a participant, you get to genuinely influence the way businesses make their decisions and improve products and services.

“I enjoy offering my opinion and also providing direct feedback (…). I think it is important to work within these sessions, rather than clock watch, and I have enjoyed the groups I’ve done where it’s clear others feel the same way.”

John B., London

The participants might be asked to complete a short task ahead of the focus group to help the company better run the session. Once the focus group starts, the moderator will introduce the participants and list the topics that will be covered. After the discussion is over, the participants will get their incentive, which can range from £40 for one hour to £250 for a full afternoon.

To get involved – like Frances H. did and many other candidates do on a daily basis – simply sign up and become a member of the People for Research community to ensure you receive notifications whenever a new suitable focus group or other type of paid research study is scheduled to happen near you. “I was recruited by a friendly team. I went to a group and had an informal discussion. I expressed my opinion on a product and received a money incentive. I thoroughly enjoyed it,” Frances said.

If you have any further questions about focus groups (or anything else, really…) pop in to Facebook or Twitter and send us a message or a tweet!