"What focus groups can do for you is give you a visceral, personal, unscientific reaction to little brainstorms. They can help you push something farther and farther to see what grabs people. But the goal isn't to do a vote or a census. Any time your focus group results include percentages, you've wasted an afternoon."One-on-one interviews, surveys, and ethnographic studies are usually more informative.
Tuesday, May 09, 2006
Seth Godin on Focus Groups
Looks like Seth Godin shares my attitude towards focus groups. Money quote: