In over 12 years of doing qualitative research, I’ve conducted more focus groups than I can count. It’s an approach that, with thoughtful and appropriate application, can deliver fantastically useful information.
But as all seasoned researchers/buyers are aware, using a ‘traditional’ focus group methodology involves compromise. And quite a lot of it.
Over the next week or so I’m going to blog about these compromises. And then I’m going to blog about a magic silver bullet of sorts.
“Oooooohhhh how mysterious and interesting” I hear you say.
Too right it is!