In a special episode of the Ponderings from the Perch podcast, Priscilla McKinney welcomed Corie Suzuki to celebrate Global Focus Group Day. Corie, Director at Fieldwork, shared insights from her eight-year tenure at the company and discussed the pivotal role of in-person market research. They explored how face-to-face interactions in focus groups provide valuable, nuanced data that virtual methods can miss. This highlights the effectiveness of qualitative market research methods.
Corie elaborated on Fieldwork's commitment to quality, emphasizing rigorous participant recruitment to ensure diverse and relevant perspectives. This process is vital for obtaining authentic insights that drive business decisions. She highlighted the challenges and adaptations Fieldwork has made over the years and they steps they've taken to ensure face-to-face research thrives. Despite obstacles, Fieldwork has maintained high standards ensuring continuity without compromising quality. These qualitative market research techniques are essential for successful outcomes.
Priscilla and Corie also touched on the evolution of market research, noting a resurgence in demand for in-person focus groups post-pandemic. The human element in these interactions is irreplaceable, as it fosters deeper engagement and richer data collection.
This episode is a must-listen for anyone interested in the intricacies of market research and the enduring importance of face-to-face interactions. Listen to the full interview here.
The two go on to discuss Global Focus Group Day and the different areas of qualitative research it aims to celebrate.
Global Focus Group Day is celebrated on July 9th to honor Saul Ben-Zeev, a pioneer in the field of market research. Saul’s birthday is on this date, and his contributions to qualitative research have been foundational. He founded Creative Research Associates, which evolved into C+R Research, and helped establish dedicated focus group facilities under the Fieldwork name. His innovative spirit set high standards for the industry, making it a fitting day to celebrate focus groups.
You can participate in Global Focus Group Day each year by sharing experiences and insights on social media using the hashtags #GlobalFocusGroupDay and #FaceToFaceMRX. For those interested in participating in future focus groups, creating a Dashboard profile with Fieldwork at www.fieldwork.com/join is an excellent start.
Priscilla McKinney is a serial entrepreneur with a deep love of residual income and a penchant for jaywalking. Her expertise in strategic content marketing and social media influence for B2B professionals has taken her around the world. She created the SOAR System and gets so excited brainstorming new ways to increase revenue and collaborate that she often forgets to eat lunch. McKinney hosts the Digital Transformation Success and Ponderings from the Perch podcasts. She holds a Bachelors in Cultural Anthropology.
Corie is based in Chicago at Fieldwork, Inc., working to support Fieldworkers from all avenues and offer a great qualitative research experience to all Fieldwork clients. Corie first started at Fieldwork in 2015 and spent five years as a project manager at Fieldwork Network where she enjoyed the collaborative spirit and service centered approach. After exploring an external role, she was thrilled at the opportunity to return to Fieldwork as a Director in 2022.
Connect with Corie on LinkedIn!