Focus Groups When People Just Don't Know
Focus groups have a series of commonly known shortcomings that are generally accepted as a worthwhile trade-off in order to get really detailed qualitative feedback from a user group. But the core challenge is this People don’t say what they’re thinking / feeling. People don’t make purchase decisions using executive function – they feel their way into a buy. People can’t be trusted far, and even if they could be, they wouldn’t be able to explain what they’re feeling or how they’ll act in the future....