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Friday, 27 November 2015

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The focus group fightback


Interesting and brave but I am not convinced by the recommendation. Definitely correct to say that the distinction between focus and discussion group is blurred on researchers and therefore completely lost on clients. However I think we need to avoid arguing about definitions and focus on the key issue highlighted in this article regarding evolution in client expectations. Including - respondents that are over-intensively profiled before research, questions that try to quantify qualitative insights (a bad habit from the US), over-reliance on quotes, subjective elimination of respondents based on 'not being in the right group'. These habits have emerged from an over-reliance on groups to aid decision making rather than to inform and enrich the research process prior to validation. In turn that stems from poor research planning and poorly managed expectations.

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2:01 pm