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Sunday, 29 November 2015

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The focus group fightback


A lot here that makes sense, but to me the key message is that the world has changed. People who work with us (don’t like the respondent word) are very different from the naive ‘empty vessels’ I used to encounter when I started out. They expect a level of transparency and relevance that’s a problem for the artificial environment of the focus group/group discussion. Clients too have moved on from being happy to spend the odd evening behind the glass peering at the human exhibits, and are looking for a more interactive and collaborative experience. Happily technology and new thinking is allowing us to apply our experience and skills in this changed world. Focus groups, group discussion etc. still matter and should be championed, but to me they will never be as important as they once were.

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6:52 pm