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 multiple roles, services, and insights champions that make qualitative market research possible.
The important insights gleaned from focus groups and other qualitative research methods are foundational for business impact. To honor the hard work – both seen and unseen – the goal of Global Focus Group Day is to bring to light the stories, data, and AHA moments that can only derive from focus groups.
With an emphasis on face-to-face research, join us in shining a light on focus group methodology.
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. Claim Your Celebration Box
We’ve created a limited-edition GFGD celebration box filled with swag and goodies to help you celebrate with your team. Claim yours!
2. Post on LinkedIn on July 9
On July 9, let’s flood our feeds with the magic of focus groups.
Whether you’re behind the mirror, in the moderator chair, recruiting participants, or supporting the process behind the scenes – your work has shaped better products, smarter campaigns, and more human-centered decisions.
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. Update Your LinkedIn Profile with the Official GFGD Frame
Add the official Global Focus Group Day frame to your LinkedIn profile to show your support for in-person research and the people who make it happen. It’s a small visual with a big message: qualitative insights matter.
Here’s how:
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Visit: https://www.draftly.so/linkedin-profile-photo-frame-creator
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Upload your headshot
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Type #FaceToFaceMRX into the Banner Text box
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Click Frame Color and enter: #e63b3b
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Download and upload your new profile photo to LinkedIn
4. 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 2025
What if focus groups didn’t exist?
Imagine what the world might look like if no one ever asked, “What do real people think?” The result? Awkward campaigns, poorly designed products, and a whole lot of missed connections. Focus groups – while sometimes behind the scenes – play a critical role in shaping the world around us.
Looking back to look forward.
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.
It’s more than methodology – it’s people.
Let’s celebrate the irreplaceable value of in-person, human-to-human conversation. We want to spotlight the moderators who probe with care, the participants who bring candor and nuance, and the subtle moments (body language, tone, connection) that make face-to-face insights powerful.
Research is better when we do it together.
Qualitative research isn’t just about findings – it’s about people. We honor the associations, events, and friendships that make our industry stronger and more vibrant. From conference hall laughs to Slack group brainstorms, we celebrate the spirit of connection that fuels collaboration and innovation.
Good research doesn’t stop at the what – it digs into the why.
In the research toolbox, in-person qualitative isn’t the only method, but it’s the one that gets us to the heart of it all: the why.
It’s the tool we reach for when we need depth, nuance, and emotion – when we need to understand not just what people do, but what they believe, feel, and mean. Today, we celebrate the storytelling power of qualitative research – the moments when one participant’s insight shifts a strategy, the backroom buzz as patterns emerge, and the researchers who know how to listen between the lines.
Because when you need more than data, you reach for conversation.
