The recruitment of respondents is too often the Cinderella of research. Yet it is a vital cornerstone of research validity. “Professional respondents”, panellists motivated by money and little else, and silent observers who contribute little to the group can all undermine the best work.

So we pay careful attention to recruitment and work with proven recruitment specialists who don’t cut corners. We employ a careful mix of questions that ensures that respondents conform to sample criteria and will contribute to the subject at hand.

And we back this up with a guarantee that if there’s ever a poorly attended or below par focus group, we’ll replace it at no extra cost – without having to be asked.