There is much less of a concern of a professional firm biasing the participant and saying the wrong thing than there is with other sources. However, it is critical that you provide a clear, concise screening questionnaire because the marketing firm still will not understand your product or possibly much about the person that you are looking for. So, be precise, clear in your communication, and specific in your screening questions.
Market research firms can also supply the facility for conducting the usability test. They typically are set up with focus group observation rooms complete with microphones, digital video/audio output, video conferencing, and one-way mirrors. This is definitely the way to go when it is important that you
conduct an anonymous study of your product (e.g., the company who made the product is not mentioned) and cannot have participants come to your own location.
Expect to pay a premium for acquiring participants from these firms, especially if you need people quickly. They may ask anywhere from 5125 to $300 and up per person, depending on the difficulty of obtaining the
person and the amount of contact required. This does not include the actual compensation that you pay to the participant. However, once again, if you use the firm on a regular basis, you can negotiate the price down considerably. Typically, the firm will want to over recruit by 20 percent in order to ensure that you get the right number of people. If you say you need 10 end users, the firm typically will want to line up 12 people and have 2 of them act as substitutes if another person cancels or is a "no-show." (The lingo is "recruit
12 for 10.")
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