Global Focus Group Day
Celebrating the conversations that shape our world.
A one day celebration of the power of human connection and conversation in research, recognizing the value of real people sharing real opinions to shape meaningful decisions.
Global Focus Group Day celebrates the people, partnerships, and conversations that make qualitative research possible.
At its core, our industry is built on human interaction. Long before AI, algorithms, and automation, insights came from listening. And while the tools we use continue to evolve, the power of genuine human connection remains unchanged.
The insights uncovered through focus groups and other qualitative research methods help organizations make better decisions, create stronger products, and better understand the people they serve. Behind every breakthrough are skilled moderators, recruiters, project managers, facility teams, clients, and participants who make those conversations possible.
Global Focus Group Day is an opportunity to celebrate the stories, perspectives, and “aha” moments that can only emerge when real people connect with real people. It is a chance to recognize the countless contributions, both visible and behind the scenes, that continue to move our industry forward.
The future of insights may be powered by technology, but it will always be fueled by human connection.
Want to celebrate Global Focus Group Day with us? Fill out the form to receive an Insights Fuel Box packed with snacks, swag, and a few fun surprises inspired by the ingredients that power great qualitative research. All we ask is that you snap a photo, share it on LinkedIn using #FaceToFaceMRX, and tag Fieldwork so we can celebrate alongside you.
Supplies are limited and available to verified members of the insights community. And while it is Global Focus Group Day, but these boxes have a domestic travel itinerary. U.S. shipping only this year.
Why July 9th?
Saul Ben-Zeev was a pioneer in the market research industry. Born on July 9th, he was of the first qualitative research practitioners, sought after by clients for his unique business insights. In the 1960’s, he founded Creative Research Associates which over the years evolved into C+R Research.
In 1980, he and his business partners opened the first office that was solely dedicated to respondent recruitment and hosting of focus groups. At that time, focus groups typically were held in spartan conference rooms equipped with tiny dark viewing rooms with poor sound from a crackly speaker. The creation of comfortable dedicated interviewing and viewing spaces revolutionized the qualitative research practice.
Saul led the charge in opening more and more offices under the Fieldwork name. He loved designing and building spaces. He abhorred cookie-cutter square office spaces and straight hallways. Instead, he used the potential of the diagonal, the 45-degree line that made spaces and hallways interesting and inviting. In the process he developed a very distinctive style, look and feel for Fieldwork offices that are immediately recognizable in the industry.
Today, his legacy is ensured by the fact that Saul generously shared ownership of and responsibility for the business with a wide group of dedicated professionals who cherish having had the chance to know and work with this inspiring leader.
How To Participate
1. Fuel Up
Claim your celebratory Insights Fuel Box while supplies last. Packed with snacks, swag, and a few reminders of what powers great research, it’s our way of helping you celebrate Global Focus Group Day and the people who make insights possible.
2. Share Your #FaceToFaceMRX Moment on July 9
On July 9, let’s flood our feeds with the magic of focus groups. Help us celebrate the human connections that fuel our industry by sharing a post on LinkedIn. Whether you’re recruiting participants, moderating discussions, managing projects, supporting clients, or working behind the scenes, your role helps turn conversations into understanding.
Share a moment that captures what makes focus groups special:
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A powerful insight you witnessed unfold
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A story from behind the glass
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A thank you to your team or favorite moderator
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A photo of your facility, viewing room, or a #FaceToFaceMRX moment
Use hashtags #GlobalFocusGroupDay and #FaceToFaceMRX so we can amplify and celebrate your story.
3. Follow Fieldwork, Inc. on LinkedIn and Engage with Our Posts
We’ll be posting themed content throughout the day to spotlight different aspects of qualitative research. Take a look at the day’s lineup below!
What We’re Celebrating in 2026
Some of the most influential ideas, products, and campaigns in history can trace their roots back to a conversation. From testing new product concepts and shaping political messaging to understanding shifting consumer behaviors, focus groups have helped organizations uncover the perspectives that data alone cannot reveal.
For decades, brands, researchers, and decision makers have gathered people in rooms to listen, learn, and challenge assumptions. While the methods and technologies surrounding research have evolved, the value of hearing directly from real people remains as powerful as ever.
We honor the legacy of Saul Ben-Zeev, born July 9th, and the pioneers who built the foundation for qualitative research as we know it today. From modest conference rooms to thoughtfully designed, high-end facilities, we reflect on how far we’ve come and the visionaries who made it happen.
Technology continues to transform the way we work, but some things can’t be replicated. A participant’s hesitation before answering. A shared laugh in the room. The body language that tells a different story. The unexpected comment that changes the direction of an entire discussion. These moments remind us that behind every data point is a person, and behind every meaningful insight is a human connection.
Great research is powered by more than methodology. It’s powered by community.
From industry associations and networking events to webinars, workshops, and the relationships built along the way, our profession thrives because people are willing to share ideas and learn from one another. These connections strengthen our work, elevate our industry, and create opportunities for innovation.
Today, we celebrate the community that fuels insights every day. The colleagues who become collaborators. The connections that become friendships. And the industry professionals who make this work not only impactful, but meaningful.
The research landscape continues to evolve, but the need to understand people remains constant. When organizations need to know not just what people do, but why they do it, they turn to conversation and human connection. That’s what we’re celebrating on Global Focus Group Day.
Because the future of insights may be shaped by new tools and technologies, but it will always be fueled by people.
