The flaws of focus groups

A good article from the Market Research industry trade mag highlights some of the pitfalls of focus groups - how sometimes they reduce the sense of connection with the customer.

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Continuing my thoughts on the downsides of focus groups. I’m not saying they are inherently wrong but that there’s a lot that’s not good about the way they are often used.

Leapfrog Research had a good article in the MR industry magazine recently. Here’s a copy (word format). I love the descriptions of what goes on in the client side room (the room where the clients sit watching the group take place)

The viewing facility as business centre

Mobile phones recharged, laptops plugged in

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