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Focus Group Moderator Costs

What is the range I should expect to pay for "moderation only" of focus groups?? Also, for one-on-one interviews? Thanks,

Moderator Costs Vary Widely

The cost of a qualitative consultant (moderator) can vary widely depending on the experience of the moderator, the amount of preperation needed, the amount of travel involved and the level of expertise needed, the location etc.

A focus group requiring a moderator to have ability to interview doctors about medical products is likely going to be more expensive than a moderator that is dealing with consumers of soda --but again, it really depends on the experience of the moderator, the location, the report writing required etc.

I would say that on the very low end you are looking at a minimum of $1,500 going upwards of $8,000 to $10,000.

Anyone else have thoughts?

Focus Group Moderator Costs

Marc makes a number of good points. Another one to consider is the number of groups and/or interviews that will be conducted.

Moderator Costs

You said moderator costs for "moderation only" are at least $1,500. Is that $1,500 per group, per day (2 groups), or what. Also by moderation only, I assume you mean no writing of the screener and group guide and no written report. Please clarify.

Moderator costs

Costs to write the screener, manage the logistics, write the discussion guide, conduct the groups and write the report typically run about $2,500 - $2,800 per group depending on the length of the group and the number of groups being conducted. This does not include the cost of facility rental, recruiting, incentives, food, travel, etc.

For IDIs figure $6,000 - $7,000 per day (The cost of each interview will vary by length). Again, this excludes facility rental,recruiting, incentives, etc.

$2500 to $3000 Moderator Costs

Yes, to clarify my previous post, I would ballpark a complete moderator pkg. at about $2500 to $3000 per group. It is a bit hard to generalize because each group is so different.

Moderators: You will get what you pay for

There are two ways to facilitate a focus group. You can stimulate consumer (respondent) minds with proactive and customer prepared materials to produce an open ended and often suprising group discussion; or you can ask questions. However, you will fall victim to the pitfalls and poor traditions of question based marketing research. For example, in To Kill A Mockingbird Atticus Finch says, "You can't ask a question you don't already know the answer to." I find that when asking questions I don't get the voice of the consumer - I get the voice of the inquirer through the question being asked - a form of bias that has led researchers astray at Procter & Gamble and General Motors, the world's two largest advertisers.

I would also see what kind of credentials your facilitator holds to make him or her a better him or her. Students of John Maxwwell tend to do very well as moderators and conversation motivators.

You might like to visit my blog: MADISON AVENUE http://advertising-age.blogspot.com . I facilitate sessions.