Focused Flaws
I have always suspected this nasty little bit of news, but if you want to know whether or not to trust a focus group ever again, read Daniel Gross’ piece on focus groups.Gross points to clear evidence that focus group participants often lie. First, there’s the motivation of why people participate. Most come because they need the cash, not because they have a deep concern about your product. Others come for a chance to be out with others and share a meal (seriously). And others – a small percent – simply want to lie to trip you up.
Let’s face it. Getting paid to get together with a bunch of strangers, and being led in a discussion by another stranger, is unnatural.
Another conceptual flaw pointed out by Gross: “Focus groups frequently ask people to make snap judgments about products they haven't seen or used.”
So, if you’ve ever experienced a product or service gone bad because you’re using focus group findings, you’re in good company. There are plenty of million dollar Hollywood films that have gone down in flames thanks to these small groups of strangers sitting around a table.
