Design Methods #1 – Focus Groups

Sep 06 2012 Published by Neil Gains under design

“Focus groups make very little sense” – Dan Ariely

Focus groups are a qualitative method used by market researchers to research the opinions, feelings or attitudes of customers, based on a (sometimes carefully) recruited group of participants about a product, service or topic of interest. Their usefulness lies in the group dynamic that can be created by a good moderator, but they are grossly overused in research as they are perceived to be a cost-effective (and time-effective) way to access the opinions of a number of customers. Read more »

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