Harvard Business Review: Sharpening the Focus of Focus Groups
Harvard Business Review: Sharpening the Focus of Focus GroupsWhen the economy droops, managers use every affordable tool to assess business risks and opportunities. The focus group is a favorite option. It's cheap, quick, and easy—all you need is a moderator, eight bodies, a topic, and a two-way mirror. Not surprisingly, managers tend to use the focus group indiscriminately—and ineffectively—for almost every company problem. The bottom line? Focus groups have potentially enormous value, but not the way most companies use them. The following is a guide to avoiding that trap.
Permalink | Tuesday, July 09, 2002
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