Many people have seen the advertisement that exclaims, "Get paid for your opinion!" and most likely the first reaction of many is to assume that the advertisement can't be true.
However, the director at the new Plaza Research office in Anthem hopes to educate Las Vegas Valley residents about the meaning of a focus group.
Plaza Research, at 861 Coronado Center Drive, opened in October 2006. The marketing research firm runs a number of focus groups for local and Fortune 500 companies to give the companies feedback on different products.
The products vary from television commercials to medical procedures, taste testings and general discussions, Plaza Research Director Megan Wyrick said.
"It's worth it to (companies) before they put out something to get feedback," Wyrick said.
Typically, groups are composed of six to eight people who do not know one another, Wyrick said. The group is shown a new product, an advertisement, or is asked to participate in a brainstorming session and give opinions on what is shown. Sometimes, the focus groups target specific populations, such as mothers.
The sessions are led by a trained moderator and typically last two hours, Wyrick said.
On average, Wyrick said participants are paid $50 per hour, depending on the topic. Some medical studies in which participants have certain conditions pay up to $400.
"You can't do it as a job, but you can do it two or three times per year," Wyrick said.
All of the participants' information is kept private. The client companies are given first names only.
"There really is no catch," Wyrick said.
Wyrick said the groups often are a great way to meet people.
"People leave business cards. It's a good networking opportunity," she said.
Generally, the focus groups are done in the afternoons or evenings. Some groups are conducted on a one-on-one basis or online.
Assistant Director Allison Wessels said the only quality someone needs is to be able to give an opinion. She said group members usually discuss products among themselves.
"They can fuel off of each other, depending on how they react," she said.
Wessels said in Michigan, where she transferred from, focus groups are commonly known and many people participate in them.
"Here, not a lot of people know what focus groups are," she said.
To participate in a focus group, register by calling Plaza Research at 688-5500, or by visiting www.iopinion.com and filling out a questionnaire.
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