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Monday, 30 November 2015

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The focus group fightback


I'm not sure that politicians have ever wanted anything more than focus groups to validate their own opinions. However the role of the non-directive discussion group is still essential to many clients. I think Deborah and Merry are highlighting two very important points, (i) the discussion group and its process can elicit extraordinary insight and findings (ii) when executed by professionals. We should champion not only the discussion group itself but the professionals who undertake them. I'm not sure it matters that we haven't created a taxonomy of skills (although I have listed 26 reasons to use a professional researcher this afternoon) but it does matter than we seldom even bother to communicate why we are good at what we do and why our skills set result in better research. No more back-room modesty for me....I'm a research consultant not a moderator!

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6:10 pm