My Focus Group Experience

When I first saw the invite on social media to participate in a focus group, I immediately disregarded it, being skeptical like we all are, these days! In a day or so I saw it again. This time, it piqued my interest and I decided to go through some of the comments made by other people. I wasn't convinced yet but was curious to see how all this works, whether it was even legit and above board.

I started the selection process. Answered the questions & it didn’t look too bad. They were not asking "too many personal questions" which made it easy to answer them all. Had no expectations at this time.

To my surprise, I received a call within few hours and since I did not know this out of area number, I did not pick it up. A lady left a detailed voice message & then I got a SMS / text message as well with the same information. This showed they were very professional and systematic in their approach.

I called back and talked to the same lady who was very friendly & pleasant. She explained the process and asked if I was interested in participating in this focus group. I said yes. She then asked me some more questions (again nothing too personal or intrusive) and I answered all of them. She immediately said you are eligible and confirmed.

This focus group very much similar to what you see on the CBS TV show “Bull” based on trial consulting. This was not as high tech but highly intellectual. This was a mock jury deliberating on a case setup by the defendant’s counsel.

The study was for over the course of two days 8:00 AM - 5:30 PM with breakfast and lunch included as well as paid parking. She even said if I get there before 7:45 AM, I will be entered for a special raffle. This I knew was to get people there on time! Not a bad idea at all!

I, then got the confirmation email, text message, and one more email before my date to go to this location.

The Focus Group was to meet at one of the very good name brand hotels. When I reached there, I had to show my ID, signed by my name on their list, got my raffle ticket and sticker with my name on it.

The breakfast was ready. They had Croissants, Danishes, Muffins, Fruits, Juices, Soda, Water, Tea, Coffee. We all were in one room trying to get to know each other on round tables and eat the sumptuous spread.

When breakfast was done with, we were all led to a larger room with tables and chairs. The tables were set up for three people on each table with numbered ticker to select the answers for questions on the screen.

After the detailed explanation of process and re-confirming that everyone was ready to spend two whole days without any excuses, we started. The process was quite interesting.

We were given short, approximately 7 to 10 minute breaks, every 1.5 hrs.

Around noon we had our lunch break of exactly 35 minutes. We went back to the room where we had our breakfast. There were some packed bags which said Ham or Turkey or Vegetarian and some fruits like apples and bananas in the basket nearby. I picked Vegetarian one which had Veggie wrap, a breakfast bar, potato salad, popped corn chips & couple of condiments. There were juice & water bottles to pick. The entire combo was perfect to keep my battery charged up but not so much that would require a siesta!

After lunch break, we had the same exercise continued in the classroom.

Again, we were given short breaks every 1.5 hours until 5:30pm when we were let go for the day.

The entire time there was a camera managed by a camera technician at the back of the room recording the entire proceeding.

Next day, the same process was repeated, with checking in, raffle ticket & breakfast. Day 2 Breakfast consisted of Bagels, Cream cheese, Fruits, Yogurt, Juice, Soda, Tea, Coffee.

Since there were no other food offered during breaks, everyone stocked up on their fruits or hot/cold beverages to get by.

After breakfast we went to the same class room. Again, we were given short breaks (7 or 10 minutes) every 1.5 hrs.

Day 2 had a bit different exercise.

Around noon, we had our lunch break. Same process & same food minus the potato salad.

After lunch, we were all divided into multiple groups for discussions. Every group had a group leader and group monitor who was in the other room listening to what we were discussing. There was a camera right in front of us recording everything we were discussing. Whenever we were stuck at a certain point of discussion, the group monitor who was listening in the other room would appear and try to explain or give solutions.

This went on for 3-4 hrs. when we were exhausted with the discussion topic. The group monitor came & asked us many questions to understand our point of view in detail. This took over an hour.

Once all was done, the group monitor returned, thanked for our time and helping them with our views based on their situation.

This was the end of 2nd & last day for this focus group.

The whole experience was very interesting & enlightening. It was quite interesting to understand other people's point of view and how they were trying to justify their choices.

- Heena Vora

The background in the image from from one of my abstract art paintings, acrylic on canvas.