Are focus groups useless?

19 03 2009

I’ve spent the last many months in Business School getting convinced that focus groups are a thing of the past. In this article, Kathy does a great job of laying out recent examples of focus group debacles! The biggest problem as she explains is that there’s no way of truly knowing if the people you are using in a focus group study are actually part of your target market. But what really perturbs me is why organizations like Pepsi Co that have access to the best resources are so reluctant to get onto the ethnography bandwagon.  

 Anyhoos, check out this great article by Catharine P. Taylor.




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