Monday, May 29, 2006

Insights Through a One-Way Mirror

Over the course of my career, I’ve had the chance to watch a few focus groups behind that one-way mirror and have viewed the tapes of a few more.

Most of the time, however, my access to focus group research comes in the form of a highly distilled summary, usually a PowerPoint presentation. The many hours of discussion on attitudes, perceptions, and reactions to ideas are all boiled down into a few bullet points.

While some access to data is usually better than no access at all, this becomes extremely frustrating.

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Posted by Richard Bloch

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