The Detroit News Ida Adams adjusts a camera for a focus group at Stander Research Associates in St. Clair Shores. The discussion is broadcast over the Web, letting far-flung executives tap in and watch. Stander Research Associates Inc. in St. Clair Shores and Atlanta-based ActiveGroup have teamed up to operate virtual focus groups. Focus groups are a tried and true method for getting consumers' opinions. Companies typically hire marketing research firms to gather a group of consumers to sample products and services.
Focus groups are big business.
This technology lets them stay close to their customers from anywhere in the world. It makes all kinds of sense. ActiveGroup has 14 employees and offers its focus group Web-casting service through 50 partner companies nationwide.