A focus group facilities supplier is a necessary component of focus group research. For over two decades, focus groups have been a popular form of market research and your choice of focus group facilities is key to achieving your study's objectives. A focus group facility site with the technology and demographic features applicable to your research will enhance the quality of your findings.

Since focus group sessions are recorded in one form or another, a focus group facility site should provide viewing areas and audio/video recording. These standard features allow you the ability to watch your focus group in real time and to analyze sessions in the future. Regardless of the type of research you are conducting, features that will improve your results are:

1. Good audio and video recording at the focus group facility site

2. Comfortable and inviting rooms to make participants feel at ease

3. Additional services such as transcription, translation and recruitment offered by the focus group facility providers

4. Amenities such as private waiting areas, office space, catering kitchens and handicap access

Action Steps
The best contacts and resources to help you get it done

Confirm recording capabilities at the focus group facilities web site

Focus group facility information should include their technology capabilities. This will include a reference to the type of audio and video recording available onsite. There may be occasions when some of your key players are unavailable to attend the sessions. The focus group facility website will help you select a facility that provides high-quality recordings of your focus group for your review.

I recommend: Morpace, a focus group facility supplier in suburban Detroit, provides remote audio and video recording on CD, VHS or DVD. Their technology offerings also include T-1 wireless internet and state-of-the-art viewing rooms. Opinion Research Northwest, located in Boise, provides complimentary video recording with the latest digital equipment. Their soundproofed walls insure the highest audio quality on your recordings.

Select inviting focus group facilities to put participants at ease

Preferred focus group facilities help create a welcoming environment where participants feel at ease and comfortable in their surroundings. By taking advantage of this comfort zone you will obtain better, deeper responses and improve your results.

I recommend: Observation Baltimore has been repeatedly rated as "One of the World's Best" focus group facilities. Each of their VIP client suites offers incredible views of the city. Jackson Associates operates a focus group facility custom-designed by their clients and for their clients. Their client lounges include amenities found in the best hotels, like hospitality centers and massage chairs.

Utilize additional services available at the focus group facilities site

Finding a focus group facilities supplier that offers ancillary services in addition to the facility rental will simplify your research project. In effect, they provide one-stop shopping that will free up your time for data analysis.

I recommend: The more intimate atmosphere of The Polling Company allows each client to receive the staff's full attention. They provide recruiting services, trained moderators, guide development, transcription services, catering and analysis. Corona Research is a full-service firm that can assist you from recruiting to reporting findings. Their list of services includes recruiting, guides, catering, transcripts, analysis, and reporting.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  The online Blue Book Directory from the Marketing Research Association allows you to search for focus group facilities by location, size and amenities. Each member firm endorses the Code of Marketing Research Standards.