A focus group brings together a small group of people to discuss their perceptions, opinions, beliefs, and attitudes about a product, service, concept, advertisement, or idea. The discussion takes place in an informal setting where participants are encouraged to interact with one another.

Groups typically include eight to twelve participants and a researcher, called a moderator, who guides the conversation. At times, participants may be asked to complete short tasks such as ranking items or sharing reactions.

The moderator is an experienced, independent researcher who leads the discussion. They ask questions, guide the conversation, and encourage participants to share their thoughts openly. Their role is simply to help the conversation flow and ensure everyone has a chance to speak.

Your role is to share your thoughts and opinions with the group. This includes responding to the moderator’s questions and commenting on others’ perspectives—even when your views differ. In fact, some of the most valuable insights come from respectful differences in opinion.

Wear comfortable clothing that allows you to sit, stand, and move easily. You may want to bring a sweater or light jacket, as room temperatures are typically maintained around 70 degrees.

Please bring reading glasses if needed, and be prepared to silence or power off your cell phone before the session begins.

Please review directions to the focus group location in advance. No additional preparation is needed—there are no right or wrong answers. The goal is simply to share your honest opinions.

The discussion is designed to be informal, engaging, and even enjoyable.

When you arrive at the third floor of Franklin & Marshall’s Harris Center, please check in at the administrative office (Room 305) with a Center representative.

Yes. A light meal and beverages will be provided at the beginning of the session, and refreshments will be available during breaks.

If you have dietary restrictions that you did not previously share, please call us at 1-866-366-7655 so we can accommodate your needs.

Please contact the Center as soon as possible at 1-866-366-7655. If you reach voicemail, include your name, session date and time, a callback number, and a brief message.

No. Only individuals who have been recruited for the focus group may participate. If you bring someone with you, they will need to wait outside the session room and will not be able to join the discussion.

Yes. All information you provide to the Center for Opinion Research is kept confidential and is never used for any solicitation purposes.

The moderator may take notes during the session to follow up on comments without interrupting the flow of discussion.

Sessions are often recorded (with your permission) for research analysis. Recordings may also be transcribed, and any identifying information is removed.

A one-way mirror may be present so additional researchers can observe without disrupting the session. All information collected is used strictly for research purposes, and your name is never connected to your comments in any report.

Compensation is typically provided at the end of the session. In some cases, such as last-minute recruitment, payment may be mailed to you. You will be informed of the method in advance.

A 1099 form will be issued only if your total compensation exceeds $600 in a tax year.