How to Screen Participants for Your Online Focus Group

  • Darshan Mehta
  • November 9, 2017
True political debate has become an endangered species — in the U.S., anyway. Instead of cordial discussions, the left and the right seem to communicate only with fumes, takedowns, or stone-cold silence. That's bad news for focus groups, in which open communication is the goal. So when we conducted political focus groups prior to the 2016 presidential election, we screened our participants' political beliefs. We then put Democrats, Republicans, and Independents into separate groups. Maybe we'd have generated some creative insults or witty comebacks if the groups were mixed, but that's not what we were after. We wanted a deeper understanding of what each group thought. To be clear, fo
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Test More Than Messaging: 4 Creative Ways to Use Online Focus Groups

  • Darshan Mehta
  • October 31, 2017
It’s the worst kept secret in marketing: Pre-testing messaging boosts sales four times better than simply investing in a diverse media mix. Today, everyone’s all about focus group-facilitated evidence. Organizations recognize they’ll get a 20 percent upswing in ad effectiveness if they get customer and prospect feedback first through moderated conversations. Is it any wonder Progressive tested campaign concepts through iResearch focus groups before launching them? Yes, the “we must test” mantra is on the lips of founders and marketers. But what they still aren’t giving voice to is how online f
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