It’s no secret around here: focus groups are my favorite side hustle. Want to earn some extra money, make your opinion count, socialize, learn about different products & services…focus groups pretty much hit every bucket.
In college, focus groups paid me more than my dismal part-time job at a spice factory. I was excited to learn I could make almost 3X my hourly rate just for sharing my opinion with others. Check out Stan’s Complete Guide to Paid Focus Groups in 2020 to learn more about my story and the background of focus groups.
That initial turning point led me through some ups and downs, and after many years of experience, my goal is to share my knowledge with you!
It can be intimidating to break into the market research industry, especially the first few times.
This article highlights what you can expect as a participant in a focus group, from finding them to effectively giving feedback in a group setting.
Without further ado, let’s dive in!
Why are focus groups a good side-hustle?
Whether you’re in college looking for some ‘fun money’ or just want to earn some extra cash, participating in focus groups is a easy and legit way to supplement your lifestyle.
It’s one of the most accessible side-hustles since you don’t need any money, skills, qualifications, or ‘networks’ to start! All you need is a bit of time.
My favorite part of focus groups is getting paid to share my opinions on everything from tech to sports to my favorite foods… the possibilities are pretty much endless! I also love that I pretty much get paid to blab with strangers for a good hour or two… my girlfriend loves that part too 😉
What is the process like?
It would be great if all focus groups you are interested in would fall into your lap each time you wanted to participate – seriously… that would be awesome! Unfortunately, it does take a little bit of work on our end to make that happen.
First, find a legit company in your area (more on this below). Larger cities such as Atlanta, New York, Los Angeles, Toronto, etc will have more opportunities than smaller cities, but almost every city has some marketing firm that hosts focus groups.
Once you find a quality company that offers studies you like, join their database and sign up for studies! There are usually at least 2 pre-qualification steps before you are picked for a study. The more intense studies will have more steps to ensure the brand has their ideal target audience. I go more in-depth about this process in this article.
The focus group is centered around a small group discussion with about 6-12 people who qualified just like you! The discussion is led by a trained moderator who will ask various questions to facilitate the conversation.
Focus groups are pretty informal overall. The most fun and successful ones benefit from everyone sharing freely – but courteously. The moderator is there to start the conversation, but it helps when participants are able to bounce off each other’s ideas and spark their own questions and thoughts too!
Safety & Precautions
Perhaps the biggest pitfall of focus groups is telling the legit opportunities from the scams. A good rule of thumb is to always Google the organization before giving out any of your information.
Here’s a checklist of some things you should look for:
- Check for reviews on Yelp, Facebook and Google. An average of 3 stars and up across platforms is a pretty safe bet.
- The firm should have a legit address. Many firms rent space in a corporate park or business center, but Google Maps should be able to tell you.
- A legit website. Unless you’re specifically searching on Craigslist, this should be a non-negotiable.
This process can be a pain to go through at first, but it gets easier as you sign up for more studies and develop your intuition. We also highlight the best focus groups in cities across the U.S. and Canada, as well as articles on best practices on our blog to help guide you!
Once a focus group company passes the vibe check, it’s still important to make sure the physical environment of your study is safe and comfortable.
The final qualification step is typically a phone call with a recruiter of the study. This is the time to ask any questions or air any concerns you have. If you need accommodations or special considerations, make sure to note them during the call.
This ensures that the organizers can take anything you need into consideration and won’t be blindsided by any requests at the setting.
When you arrive at the study, it’s important to recognize that the moderator is trained to dive deep into questions, comments and psychology that would give the partner company insights about their products.
Generally for consumer studies this isn’t a problem. But – for more serious products and services (like medicine or health issued) this may lead to uncomfortable waters. Just remember, you don’t have to share anything you don’t want to and can give as much or as little information necessary to answer the question!
Your physical safety is as important as your mental and
Rewards & Incentives
Marketing firms set a hefty budget to pay and offer incentives to participants for their study. The amount of money you receive largely depends on the time, type and demographic of the study.
For example, a 3 hour group typically pays more than a 30 minute study. Similarly, a study recruiting highly specialized professionals or a smaller population pays more than a general study recruiting general consumers.
This payout is also frequently called an ‘honorarium’ and quality firms will offer anywhere from $50-200 on average for a typical study. Again, this depends on the factors noted above, but generally speaking this is the range you should look for.
Compensation is offered in a variety of different forms – from gift cards to cash to checks. Every marketing firm chooses their preferred payout method, unless the partnered company specifically states how they want participants to be paid.
Other perks are usually involved too (depending on the budget). Light refreshments are a standard, and sometimes you are surprised with samples and/or coupons on your way out!
Final Thoughts
This article was just a brief primer to walk you through the basics of participating in a focus group for the first time. You can always learn more about focus groups and related topics on our blog.
If you are seriously considering joining focus groups or paid studies, check out our blog on How to Increase Your Chances of Qualifying for Focus Groups. It gives you some great pointers on how to maximize your time and energy while scoping out opportunities.
Till payday!
I am a father to a beautiful baby girl, a husband and a serial gigster 🙂 I live in Toronto, Canada. My claim to fame: I made thousands of dollars from focus groups and surveys over the last 15 years. Studied Marketing in Ryerson Univerity and worked in Marketing and Marketing Research for the last 14 years+ My mission is to educate others how to be successful with side hustles. You can contact my be email or on Facebook.
