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Thinking of doing a focus group? Focus group testing turns out to be a very poor tool for consumer insight. Here's why, and some better alternatives.
Via Joachim Scholz, PhD
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Rescooped by Martin (Marty) Smith from Marketing Research |
Scoop.it!
Via Joachim Scholz, PhD
Martin (Marty) Smith's insight:
Agree with we've reached the point of diminishing return on focus group testing. Here are some excellent and better alternatives.
It is no secret that I am no big fan of focus group. This article does a really good job in listing some points why: Focus groups are prone to social bias and do not deliver findings that are giving you any deep insights. Focus groups are conducted in an artificial environment and emphasize rational decision making far more than you will see it happening "in the wild". Thus, focus groups are more like a less stringent survey done in a group, which is a very uncomfortable and dangerous hybrid between quantitative and qualitative methods.
Instead, you might want to create deep consumer insights through long interviews or persona modeling, or get a better understanding of how consumers act through observational methods.
Read the full article for a case study that tells you how persona modelling fared in comparison to focus group insights.