Everything is bigger in Texas, and Houston is a big American city. It is the fourth-largest city in the United States and the country’s fifth largest metro area with a diverse economy built on energy, healthcare, manufacturing and global trade that is than many countries. The city’s and region’s size, scale and diversity means that clients can reach almost any target audience is available in one trip, and for focus group participants, it means participating fits into real life in a familiar, convenient setting.
Houston is one of EmCee Research’s main focus group hubs and is one of the most flexible and effective places in the country to host focus groups.
Everything is in Houston
Geographically located in the South, Houston is not a Southern city. It’s a mid-cost of living city and a microcosm of America that is home to
- A large Hispanic and Latino community that makes up nearly half the city
- Fast-growing Asian communities
- Diverse immigrant populations that includes families from Mexico and Central America, South Asia, Vietnam and across West and Central Africa
- Multi-generational native Texans
- A diverse economic base that spans oil, alternative energy, healthcare, chemicals, manufacturing and logistics
Houston is home to low-wage hourly workers without any college education and highly compensated executives and health care workers with graduate and post-graduate degrees. This mix of income, education and age means that clients can find almost any combination of demographics, psychographics and behavioral traits among the region’s seven million residents to fill one or more focus groups in the city.
A Gulf City
One of the first things people think about when they think about Houston is the oil and gas industry, and major producers, refiners and oil companies are headquartered in the region but that is not the only type of energy powering Houston’s economy. The region is also home to renewable energy including wind and solar, and startups developing the next generation of clean fuels. The region is home to
- Engineers and managers who are part of the energy transition
- Families whose income depends on the oil and gas industry
- Climate-conscious professionals who see green energy as a growth industry for themselves and the economy
Located on the Gulf of Mexico, the Port of Houston is one of the most active in the country for international commerce and handles large amounts of petroleum products, chemicals and bulk commodities including grain and produce from Latin America and around the world.
Why EmCee Research Chooses Houston
When we recommend Houston, it is because the city can meet the needs of complicated focus groups without sacrificing quality. Clients do not have to choose between a large Hispanic population and strong representation from Asian or African communities, or between highly educated healthcare workers and dock workers. For clients, the city’s easy logistics and diverse population means fewer compromises, richer discussions and insights that map well to other markets.
If you are planning your next focus group, mock jury or in-home study and want one big American city where everything is there, Houston should be high on your list.