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Going Rogue: When Traditional Focus Group Structures Don’t Work for Vulnerable Markets

Total Credits: 0.5 Advance Credits

Average Rating:
Moderating/Facilitation |  Project Management |  Research Design
Wendy Godfrey
34 Minutes
Audio and Video
Original Program Date:
Feb 05, 2021


Hear about the unique trials surrounding the development and execution of 14 focus groups, each with a different vulnerable population, talking about a highly sensitive and personal issue. While the topic was delicate and often considered taboo, the conversation had to take place. It served as the foundation of the state's 5-year strategic plan on Sexual Violence Prevention. Questions we asked ourselves: How do we find willing participants? What is the best way to connect with these audiences? Who should we partner with to gain trust and ensure candor among participants? What we learned may surprise you. 



Wendy Godfrey Related Seminars and Products

WestGroup Research

Wendy Godfrey is an accomplished researcher with more than 25 years of experience. Ms. Godfrey has a wealth of experience in consumer and business issues for the financial services industry amassed over a career working in, and consulting with banks. Wendy’s personal interests translate into a passion for working with clients in the non-profit, education, and health and nutrition sectors.  Wendy specializes in brand research, concept and message testing, customer experience tracking, and strategic plan development. Wendy is highly valued for her expertise in designing and moderating focus groups and executive interviews. Co-workers affectionately refer to her as our "Qualitative Queen" and include her as a consultant on their qualitative projects.

Ms. Godfrey was attracted to WestGroup because of our unique philosophy of "one contact from proposal to presentation.” She knows the success of research is in the details and enjoys working directly with her clients throughout the entire process.  Always available and generous with her time, each of Wendy's clients enjoys the illusion that they are her only client.  If you ask someone to describe Wendy, you are guaranteed to hear the words:  professional, responsive, trustworthy, wise and gracious.

Prior to joining WestGroup in 2000, Wendy was an independent research consultant engaged by Bank One, First National Bank & Trust, First Hawaiian Bank and Salt River Project.  Her strong foundation in the financial industry was built by spending 17 years in banking, 13 of those with Bank One/Valley National Bank, where she held management positions in Marketing Research and Sales & Service Management. Wendy holds a BS in Marketing from the University of Arizona. She is a member of the American Advertising Federation (AAF), the Center for Marketing and Opinion Research (CMOR), the Qualitative Research Consultants Association (QRCA), the American Bankers Association, and is an occasional contributor to Bank Marketing Magazine, as well as a frequent lecturer at the Thunderbird School of Global Management. Wendy also has a long history of community involvement, serving on the boards of the Rosson House, University of Arizona Phoenix Alumni group, and Touchstone Behavioral Health. Currently, she is involved with The Board of Visitors, Valley Leadership and New Pathways for Youth.

Wendy is a part owner of WestGroup and serves on the company’s Board of Directors. Wendy and her husband Bill are avid travelers and adventurers and, in recent years, have made trips to the Galapagos Islands, Costa Rica, London, Africa and Italy. Both at airports and on planes she thoroughly enjoys finding time to read every business book ever written.