Michelson & Associates, Inc. - Focus Group Services

Michelson & Associates, Inc. has experience conducting focus groups around the globe. From China and Japan to Europe and Australia, we can handle all of your focus group needs, including:

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Recruiting Participants

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Providing Top Notch Moderators

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Coordiante things from start to finish

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Handle translation needs

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Provide Fast Turnaround/Results

Michelson & Associates, Inc. can manage your focus group sessions from start to finish. Each Focus Group project can be organized and completed within a short time frame. Our usual turnaround on a Focus Group project is less than 30 days.

Since 1984, Michelson & Associates, Inc. has conducted consumer and business-to-business Focus Group sessions including topics as diverse as:

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Retail positioning

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Facility and product design

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Publishing

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Consumer perceptions of grocery stores

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Apartment community development

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Teen smoking

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Advertising testing

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Educational needs of recently diagnosed cancer patients

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Linen in the healthcare environment

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Surgical techniques and methods

......….Just to name a few.

Michelson & Associates, Inc.'s professional moderators have extensive experience in group interviewing and qualitative analysis. Our experience with consumer and professional groups is based on working with many of the world's leading organizations and corporations including:

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Wal-Mart Stores

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IBM

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The American Cancer Society

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General Motors

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Kroger

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Swissotel

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Morningstar Mutual Funds

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Wachovia Bank

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Dun & Bradstreet

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Goodyear

......….And many more.

We have the flexibility to use any type of facility for meetings. Our association network contacts enable us to schedule specialized focus group facilities and recruiting services anywhere in the United States. Live video conferencing is available from most major markets in North America, which allows our clients to view the sessions from their corporate offices.

Focus Group Costs:

Focus Group costs can be divided into the following categories:

Recruitment - (the process of getting participants to come to a session)

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Ranges from $75-$150 per recruit based on difficulty of recruit.

i.e.: Professionals=$150, Students=$75.

Incentives for participants- (paying participants for their time)

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Similar to recruitment - average cost= $75/participant
Again, this will vary according to difficulty of recruit.

i.e.: Professionals=$150, Students=$75.

Facility & Refreshments

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Focus Group facility rental averages $500-$600/group

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A facility will allow for client viewing through a 2-way mirror

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For sessions in hotels or offices, closed circuit television viewing is available

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Refreshments and meals are typically provided for both clients and respondents

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Client meals can vary from a deli tray to an elegant buffet depending on the client's needs

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Participant meal cost average $100-$150. Client meal average cost is $25-$35 per person

Moderation / Consultation / Management

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Consultation, study design and topline summary report - $1,150-$1,250/group

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Video taping - $100-$150/group (stationery camera)

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Verbatim Transcript - $250-$350/group (edited and summarized)

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Reporting- $150/hour - 4 hour minimum

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Travel is considered a reimbursable expense.

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Required meeting time is billed at $150/hour.

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Average cost range per Focus Group session $4,500 - $7,500 (depending on complexity)

Frequent applications of Focus Groups:

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Exploring opinions, attitudes and preferences about products / services and the purchase and use of those products / services

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Understanding consumer emotions regarding purchase decisions

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Searching for questions, vocabulary, and perceptions of buyers and users of a product category

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Analyzing target consumer reaction to copy and advertising methods

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Exploring customer/prospect reaction to new product/service concepts

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Formulating hypotheses that can be tested with quantitative surveys

The Benefits of Focus Groups

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Allows respondents to express detailed feelings, opinions and attitudes

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It's possible to ask "What if..." questions

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Discover consumers hidden feelings and motives

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Focus Groups are economical

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It's possible to use visual or audio props in a Focus Group study

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Participants give immediate reactions

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Clients can learn what consumers "out there" really think

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Offers the client immediate contact with current and prospective customers

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Focus Groups can help guide marketers in providing better goods and services

How To Get The Most Out of a Focus Group Project:

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Arrange for key management to attend and actively use the information

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Involve key management in deciding objectives and topics for group discussions

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Segment and qualify group participants

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Offer a proper incentive for participants to attend and verify recruiting at least three times

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Use pre-discussion questionnaires to gather basic information such as demographics and other non-discussion questions

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Use props and audio visual aids when possible

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Use written exercises within the groups to break up the pace and capture unbiased preferential information

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Check audio and video clarity during course of discussion

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Make sure there are plenty of refreshments for both the participants and the clients. (M&M's should always be plentiful in focus groups)

For a Specific Quote On a Focus Group For Your Company – Please Click Here.

Michelson & Associates, Inc.
C/O Service Evaluation Concepts, 210 Crossways Park Drive
Woodbury, NY 11797
V: 516-576-1188
F: 516-450-3466
solutions@serviceevaluation.com