Reference table
Focus group costs: who gets the money and what you can negotiate
A table of the six cost items in a focus group project: facility rental, incentives, recruitment, moderator, transcription and analysis, and client travel. For each it shows who captures the spend, what it scales with and whether you can negotiate it. Use it when reading a fieldwork quote to see which costs are structural. It leaves out prices, which vary by city, audience and year.
Where this appears
What's in this reference table
| Cost | Who captures it | Scales with | Negotiable? |
|---|---|---|---|
| Facility rental | Fieldwork agency | Sessions, city | Somewhat: off-peak and multi-group bookings |
| Incentives | Participants | Recruits, not attendees | Rarely, set by audience scarcity |
| Recruitment | Agency or panel | Screening difficulty, incidence | No, this is the real driver |
| Moderator | Independent or agency | Sessions and prep | Somewhat, experience tiers vary widely |
| Transcription and analysis | Agency, vendor or you | Hours of audio | Yes, increasingly automatable |
| Client travel and observation | You | Locations | Yes, and the first thing to cut |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/focus-group-cost-components-who-captures-table"><img src="https://www.koji.so/visuals/focus-group-cost-components-who-captures-table/focus-group-cost-components-who-captures-table.png" alt="Table of six focus group cost items, from facility rental and incentives to client travel, with who captures each, what it scales with and if it is negotiable." width="1200" height="877" /></a>
<p>Source: <a href="https://www.koji.so/visuals/focus-group-cost-components-who-captures-table">Focus group costs: who gets the money and what you can negotiate</a>, Koji</p>
