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HUMAN is a focus group facility and research center that provides a 21st century approach to qualitative research. Focus groups are in their seventh decade as a research tool; however, the evolution of the approach to focus groups—facility environment and recruiting methodologies—has not progressed in tandem with culture, society, and the lives and lifestyles of today’s consumers.
HUMAN was founded by a former agency account planner to align the focus group industry with the evolved needs and mind-set of the 21st century consumer. Based on years of experience coordinating, moderating, and analyzing focus groups,we’ve come to understand a basic human truth—people want to be treated and respected as human beings, not as research subjects. Without understanding and incorporating basic human truths into the research environment and recruiting methodology, focus groups devolve into little more than superficial, hurried group surveys.
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