PMR Insights: Better Focus


Get the Best Return on Your Research Dollars

Location, location, location! The age-old guideline for real estate investment applies to focus group facilities, too. Choosing the right location for your research is critical for the success of your project. The way a focus group facility looks, smells, and feels has a direct impact on the way participants react.

Even though focus group participants may not know the client, the facility makes the first impression and can leave lasting memories, whether good or bad. To receive maximum returns on your focus group investment, take the time to research your options:


  • Is the facility clean?
  • How do you feel when you enter the facility?
  • Is it a smoke-free environment?
  • Does it have a kitchen?
  • Is the room comfortable and inviting or does it feel clinical?
  • How is the climate? Too hot? Too cold?
  • Is the staff welcoming?
  • Is the parking adequate?






Top - Focus Group room
Bottom - Viewing room

While asking questions and touring the facility, remember that your choice is ultimately a reflection of your company and can influence the quality of your research experience.

PMR invites you to tour its new state-of-the-art, smoke-free focus group facility conveniently located within walking distance of great restaurants, major interstates, Vanderbilt University and several major medical centers.

Amenities include an executive-level conference room, fully-stocked kitchen, and a comfortable, soundproof viewing room with seating for up to 8 people. The focus group room is equipped with audio and video taping capabilities. A stationary camera is available for standard focus group sessions, but for custom projects, PMR can help locate and set up a video crew tailored to suit specific needs.

Please visit our website www.PMResearch.com for more information or contact Dan Prince or David Butler at 615.292.4860. Bids are available within an hour of your call.


Finding a Moderator

Successful focus groups also depend on the strength of the moderator. To get the most out of your research experience, interview the moderator ahead of time. Look for the following qualities:
  • Creative mind
  • Keen analytical skills
  • Ability to ask direct probing questions
  • Intellectual aptitude
  • Detail-oriented
  • Active listening skills
  • Ability to empathize
After your interview, ask for references, and ask if you can get a sample of their work. Many experienced moderators have examples available for review on VHS, DVD or cassette.

When you have selected your moderator, be sure to invest time necessary in developing your relationship. Trust is an important component of the client/moderator relationship and has a major impact on the outcome of the project. Spend time communicating your brand to him and help him see your company as you do. The better you know your moderator and the more he knows about you and your objectives, the better your focus group experience will be.

PMR has access to team of highly experienced moderators and can help you find the best fit for your reserach project. PMR President Dan Prince has more than 10 years of moderating experience conducting focus groups throughout the United States and abroad. Contact Dan for more information at dprince@PMResearch.com or call us at 615.292.4860.



Posted by pmresearch on April 1, 2004 11:04 AM to PMR Insights