Planning Focus Groups by David L. Morgan

Author:David L. Morgan [Morgan, David L.]
Language: eng
Format: epub
Tags: Family & Relationships, Medical, General, Reference, Research, Social Science
ISBN: 9780761908173
Google: vx85DQAAQBAJ
Publisher: SAGE
Published: 1998-01-15T05:36:27+00:00

Nonusers Can Be an Especially Difficult Segment

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Research sponsors are often interested in finding out more about those who do not use their products or services. Unfortunately, nonusers often lack interest in the topic, due to their lack of experience with it. This means that they may be difficult to recruit into the research in the first place. Then, even if they do show up, they may not have that much to say. When groups of nonusers are not only difficult to recruit but also yield unproductive discussions, the result is a deadly combination.

What if the research sponsors are committed to hearing from nonusers? The first thing to do is work with the sponsors to identify those segments of the nonusing population who are most likely to be interested in the project. Next, you need to find ways to get them into the group by maximizing their motivation, including the use of cash incentives if necessary. Finally, consider how to write interview questions that interest users and nonusers alike. The bottom line is that if you truly do want to work with nonusers, then you must allocate the effort this will take, both to recruit them and to generate an effective discussion.

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