In a digital age, some people argue that focus groups seem so analog. Focus groups aren’t dead, as we’ve written before, and a recent op-ed in The New York Times vindicates our point. The author explains that when self-identified democrats and republicans participated in focus groups and were asked some open-ended questions, the answers revealed much more nuanced answers than polling and survey results would have you believe.
This came as no surprise to those of us who live and breathe all things related to market research studies. Qualitative studies are great ways to provide depth and context to people’s opinions, thoughts, behaviors, and actions. Polls and surveys are great starting points, especially when targeting hundreds or thousands of respondents, but the answers paint a two-dimensional picture. Only qualitative studies can give you a three-dimensional view.
As the op-ed shows, if pollsters were to use only the answers provided through polls and surveys, you’d come to very different conclusions than what was revealed by the focus groups. Seasoned market researchers understand that quantitative studies are great starting points, but qualitative studies are needed to really understand the ‘how’ and ‘why’ behind the answers given.
Our recruiting teams have worked with a number of political operatives over the years helping to recruit participants for all sorts of political surveys, focus groups, and polls. One of our star recruiters said that one of her favorite recruiting projects involved recruiting voters for a political study. In her words, “The purpose of these studies was to gather information related to voting, and what you think your government is doing for you, what you think it could do better, and I really feel that these studies are truly meaningful and impactful to our world. Simply put, I was so honored to get the chance to be part of something like that!”
As the New Year kicks off, our teams are ready to find the best participants for your next study. Whether it’s a B2B or B2C study, healthcare or medical study, or political study, our experienced team can ensure that your study is populated with the most qualified participants.
Contact us Today to see how we can recruit for your next project!
