When it comes to market research, the quality of insights depends on the quality of the people sharing them. A great focus group participant doesn’t just show up; they bring curiosity, honesty, and thoughtfulness to the conversation.
At The Human Network (THN), we’ve spent years connecting brands with participants who help shape better products, campaigns, and experiences. Here’s what we’ve learned about what makes someone truly stand out in a focus group.
- They’re honest and authentic
The best participants aren’t trying to say what they think a brand wants to hear. They share their real opinions, even if those opinions are mixed. Authentic feedback is what drives meaningful change, and it’s why we place such an emphasis on recruiting genuine, thoughtful voices.
- They’re engaged and curious
A great focus group isn’t just a Q&A, it’s a conversation. The participants who listen, build on others’ ideas, and offer considered perspectives help create discussions that reveal the why behind consumer decisions.
- They’re reliable and professional
Punctuality and preparation matter. Whether online or in-person, reliable participants help keep track of sessions and ensure every discussion runs smoothly. That’s why at THN, we always reconfirm attendance and make sure every recruit understands the expectations before the session begins. Including making sure they have the right technology and programs to participate in the group.
THN keep detailed notes on participants’ past involvement, ensuring that those who join our sessions have a strong track record of reliability and engagement. It’s all part of maintaining the integrity of every project we run.
- They reflect the real world
Diversity of thought leads to better insights. Our screening surveys and phone calls are designed to ensure that every group brings together the right mix of demographics, experiences, and attitudes so the findings truly represent today’s Australia.
At THN, we:
- Begin with a screening survey to identify potential participants.
- Personally hand-pick respondents based on fit and authenticity.
- Conduct a thorough phone screen, where our team listens carefully for articulation, openness, and relevance.
- Maintain participant notes and history to help ensure only dependable and insightful individuals are invited back.
- Reconfirm attendance prior to the session to guarantee reliability.
This process might sound detailed, but that’s because it is! We know that great research depends on the right voices in the room, and we’re proud to be trusted by leading agencies and brands to find them.
A great focus group participant brings more than just an opinion; they bring perspective, passion, and a willingness to share. And at The Human Network, we make sure those voices are heard.
Looking to recruit for a focus group? Get in touch with Shelley and Tracey here.