Houston is the U.S.’s energy capital and one of the country’s most economically diversified metros areas that is a center of healthcare, aerospace, renewable energy and international trade. The growing educational attainment in the city and a rising number of Millennial and Gen Z professionals, Houston offers a mix of emerging professionals and educated, established households ideal for insight-seeking brands. The city’s diversity across income levels creates focus group environments helpful to test products in sectors like tech, infrastructure, consumer goods and healthcare.
The city also offers researches an opportunity to talk with families whose voices often go unheard. Only 53 percent Houston’s Independent School District’s graduates attend college within the year after graduating, and fewer complete degrees. Houston’s dual communities, one highly educated and affluent, and the other with low university enrollment, provides companies an opportunity to create blended focus groups, or to conduct multiple focus groups in a single city.
At EmCee Research, we’re able to recruit precise segments for one or more focus groups in Houston. The focus groups we build include the mix of people essential to effectively test tech tools, bilingual campaigns and policy-based messaging.