People who buy research are, for the most part, busy individuals. That’s why they commission us to do research (that and the expertise thing).
Despite best intentions, they don’t often attend focus group sessions. Their internal clients might also be pretty thin on the viewing ground.
This is not good for the research output. The methodology and reporting are first in the line of fire for anyone who may not like the findings. The big black research box (of course, it isn’t, but it must seem like it is) can’t be trusted.
In contrast, a fantastic level of client involvement is possible with BBFGs. Every stakeholder can observe the groups. And they’re much more likely to, because they can observe them at their convenience. As they happen, on a Sunday, or at midnight. Whenever they feel like it. And there it will be, in black and white (!). The actual verbatim.
This increases the likelihood of buy in to the research process - and the findings - enormously.