Some marketers seem to think that the best reasons for conducting focus groups is that they are fast and cheap. So, is it any wonder that they have sticker shock when they learn how much their project will cost and how long it will take to do it right? Those types of misconceptions can lead to marketers not conducting marketing research at all, which ironically, can have a much bigger cost in terms of poor decisions or lost opportunities. Whether these perceptions are correct or not, marketing researchers still have to address them and find ways to save money when conducting focus groups.
In the next piece in our Getting the Most Out of Qualitative Research series, 10 Tips for Saving Money on Focus Groups, we’ll explore 10 proven ways to help you better manage your focus group budget while ensuring that you still uncover the insights you need from your research.
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