Understanding group process
A focus group is a fantastic hothouse with inbuilt potential for insight or for misunderstanding.
Yet the failure to really understand group process and how it affects what people say, is the methodology’s biggest challenge. In NPD particularly, but also in relation to hot issues of all kinds, learning why content comes up as and when it does, is the key to predicting accurate market-place response.
Using this knowledge, triggers and barriers can be probed far more effectively.