Content Type:

Glossary

Share Print

Host/Hostess Definition

The individual responsible for greeting the focus participants as they arrive at the facility and for preparing the room. The responsibilities of a hostess include providing food for the participants and the client observers, rescreening respondents when they arrive, preparing name tags, etc. Sometimes called a qualitative assistant.

In marketing research, the terms of host and hostess refer to people who facilitate and oversee focus groups, interviews or other research activities with participants. They are responsible for greeting the focus participants as they arrive at the facility and for preparing the room. Other responsibilities include providing food for the participants and the client observers, rescreening respondents when they arrive and preparing name tags. Simply put, they are responsible for maintaining the integrity of research studies. Their impartiality and skill in managing group dynamics create an atmosphere where participants can express genuine opinions. They ensure a smooth process, manage logistics and create a comfortable environment for participants. They don't influence the research, but play a crucial role in its execution. The title host/hostess is less commonly used today. Terms like qualitative assistant, research assistant or participant coordinator are more prevalent. 

Who relies on hosts/hostesses?

Market researchers, research firms and organizations conducting market research rely on hosts and hostesses to manage participant interactions and create an unbiased research environment.

With the rise of online focus groups, many traditional “hostess” tasks are replaced by virtual equivalents: helping participants log in, troubleshooting tech or monitoring engagement.

Why should I care about hosts/hostesses?

Hosts and hostesses help ensure accurate data collection, unbiased insights,and a positive participant experience, all of which lead to more informed business decisions.