Focus groups are a qualitative and exploratory research methodology designed to effectively meet many market research objectives. Focus groups provide a facilitative environment that, with an experienced moderator, encourages participants to openly respond to lines of questioning, without first being prompted with possible or expected responses. Focus groups also offer the advantage of considering behaviors such as body language or facial expressions in response to questions. Furthermore, focus groups provide the opportunity to probe in directions not initially considered, and to explore the reasons behind the responses. This exploration provides insight into the emotional or ideological relationships among the participants' ideas, attitudes and perceptions regarding the ideas, hypotheses, positioning concepts, or campaigns being tested.

Merrill Research offers experienced moderators located on the East coast, West coast and in-between who know how to quickly establish trust and a rapport with participants, as well as effectively manage the energy level of participants and the group. We employ a variety of written exercises and projection techniques to mitigate "group think" and to provide stimulus that encourages participants to think deeper and harder about the topics at hand.

Based on our qualitative experience, we can recommend the number of focus groups, number of participants for each group, markets to conduct the groups in, and screening criteria for participants Ð all of which impact effective information outcomes.

Unlike many other full-service custom market research providers, Merrill Research offers international focus groups services, as well as in-house recruiting with callback and reminder procedures to ensure high "show" rates.

Merrill Research assures that all of our clients' focus groups are conducted in the nation's leading facilities, offering many amenities such as video streaming the groups to remote locations and T1 high-speed Internet access.