Research Topics:

Focus Group-Facilities | Focus Groups | Pre-Recruit Interviewing | Recruiting-Qualitative

Content Type:

Glossary

Focus Group Recruiting Definition

The process of screening and obtaining focus group participants who meet specific demographic or other project requirements.

Focus group recruiting in marketing research is the process of screening and obtaining focus group participants. Potential participants must meet demographic or other study requirements and represent a target market. Participants gather in a controlled environment to discuss and provide feedback on specific products, services or ideas. The discussion is facilitated by a moderator, whose job is to collect qualitative insights – opinions, perceptions and preferences, for example –  from group members. Recruitment efforts focus on securing potential group participants who best fit requirements set out in research. Typically, participants who fit requirements provide the best insights on the products, services or ideas in question.

Who relies on focus group recruiting?

Businesses, brands, market research agencies and product development teams rely on successful focus group recruiting because they depend on insights uncovered in focus groups . Group participants are charged with providing insights into consumer behavior, attitudes and motivations. 

Why should I care about focus group recruiting?

In most cases, the success of focus group recruiting depends on the effort of collecting relevant participants for the discussion groups. Properly conducted focus group recruiting can provide qualitative depth to complement quantitative data, thus leading to well-rounded and actionable insights. However, high-quality recruitment efforts do not ensure high quality insights because focus groups have limitations, such as poor dynamics or biases.