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Focusing on Focus Groups: Unchanged for decades, isn't it time to refresh the focus group?

Focus groups have long been the go-to method of research in many companies. Fast. Inexpensive. Familiar. There are good reasons why they remain such an indispensable research method. And yet, they have their disadvantages. Observer dependence, respondent gaming and, of course, group consensus.

Group Consensus and Other Avoidable Pitfalls

In a fascinating study titled “Methodology or ‘methodolatry’? An evaluation of focus groups and depth interviews,” David Stokes uncovers how group processes can influence the consensus view expressed in focus groups — a view which may not be representative of respondents’ individual views. Fortunately, this detailed understanding of the group consensus phenomenon also sheds light on ways to address this challenge.

Click here to download the full text of this study.

The Better Focus Group

We’ve applied our rigorous social sciences disciplines and processes to create a better focus group model. We've taken the best of current practices and improved them in several meaningful ways. And, we believe our improved approach might spark an idea or two for your next focus group project.

Please click here to learn more about our improved approach to the way we think of focus groups. After all, isn’t it about time we focus on focus groups?

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