Thursday, April 10, 2008

The silver bullet

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!


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