Instead of trying to control the process and the respondent, perhaps we should adapt to what consumer-respondents are telling us. They like being involved, and they want more of it. Just as we have long ago forsaken the holy grail of randomness for qualitative research, maybe it's time to rethink our beliefs about professional respondents. We could create consumer consultants or consumer unions where consumers, voters, and others can get accreditation as credible reflectors of prevailing opinion. Consumers could sell their time to companies who sell them goods and services.
Professional respondents are really focus group fans, a particular personality type.
They tend to be more extroverted, curious, aggressive. Recruit consumers and let them conduct their own groups. Instruct them to discuss a product, service, or subject, and leave them to their own devices. I'd like to end by inviting dialogue on this important subject. This article is far from presuming to have the last word.