What Happens to My Data?: Personal Information Safety in Focus Groups

What Kind of Data Do Focus Groups Collect?

Focus groups are an amazing method to gather qualitative data about consumer feelings, behaviors, and motivations. As focus groups focus on the human aspects of data, the information gathered from you, the participant, has to do with your human behavior.

Focus groups collect any verbal feedback from you during the discussion–opinions, stories, criticisms, and anything else verbal that you express. Focus groups also gather behavioral cues, such as body language, tone of voice, and emotional reactions–especially if the session is recorded, which you will be informed of prior to the start of the session.

Along with verbal and behavior information from the session, focus groups can also gather written information from you both before and during the session. Demographic information, such as age, gender, or income is usually gathered before the session. Sometimes, focus groups will include written responses and post-surveys, in which your written answers will be collected.

How Is Your Data Recorded and Stored?

During the session, your information may be recorded via audio, video, or simply notes taken by researchers. The information is then often stored on secure servers or platforms used by research firms.

Retention of the information varies by organization. Some organizations keep your data for years and others delete it after the completion of a project. Questions about retention policies and information security should be asked prior to the session, as they can vary depending on the organizers of the focus group.

Who Uses the Data and How?

Many different people may use your data, usually for the benefit of the company or organization. Most often, internal teams consisting of researchers may analyze your data for insights and trends or themes. Your information also may be used by marketers or product developers to refine a product, service, or campaign.

Occasionally, organizations may send clients or sponsors anonymized summaries or quotes of the session. This gives clients the opportunity to hear exactly how people talk about their product or service. Many clients are not adept at analyzing large quantities of data. These summaries humanize the data and give life to the numbers.

Is My Identity Protected?

Yes! Most reputable firms remove identifiers in the reports. However, if the session is small or filmed on video, your identity could be indirectly revealed. In general, always review the level of anonymity or confidentiality offered prior to participating in a focus group. Consent forms will often tell you this information–review them carefully and methodically before signing anything.

Can I Control What Happens to My Data?

Generally, you should and will be told upfront how your data will be used, how it will be stored, and methods for recording information. In ethical and legitimate research settings, you can leave at any time or ask for your data to be excluded from the study. Your right to withdraw from the focus group is vital.

While you will often be offered this information far in advance, asking questions is important in ensuring your personal information stays safe. Here are some questions to keep in mind:

• Who has access to this data?
• Will this be recorded? How–audio or video?
• How long is this data stored? Where will it be stored?

Red Flags to Watch Out For

While most reputable research firms or organizations are committed to transparency and keeping your personal information secure, some firms or even scammers can use your information falsely. It’s important to look out for these warning signs that an organization may not have your best interest at heart and may be using your information in ways you did not consent to. Some red flags to look out for:

• No clear privacy policy or consent form
• Lack of transparency about who’s conducting the research or where the information will go or be used
• Pressure to stay in the group
• Requests for sensitive information with no explanation

Participating in focus groups can be an exciting experience, but it’s crucial to know where your information goes after the session. Don’t hesitate to ask questions, speak up, and do your own research.