Uri Baruchin blogs about the proper use of focus groups in response to a Seth Goding blog "But The Focus Group Loved It".
- Never use them to judge or justify innovation, most participants are immediately conservative in group context , especially if you’re aiming to address/create a new want.
- Be very cautious when dealing with arenas where there is peer pressure for conformity on emotions and worldviews (and which arenas aren’t?).
- Don’t use for arenas where the psycho-social situation is too complex. Don’t expect them to give you deep or specific understanding of emotions and social situations.
- Don’t use them for highly individualistic arenas - ones where personal taste, attitude, worldview etc vary greatly.
- Never ever ever use them to judge creative concepts & work
No comments:
Post a Comment