If there is money in the development budget, a contracted survey center could randomly call and invite a sample of target audience members (e.g., from the college campus, small town, city) to participate in the focus group. This technique would most likely provide more diversity among the focus group participants than using volunteers who happen to see the advertisement or hear about the focus group from a friend. The campaign team might want to consider segmenting the focus groups by age or gender in an effort to hear the feedback from the younger participants without the influence of the older members.