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Why Focus Groups Suck
I read "Blink" and enjoyed it, with a few reservations around oversimplification or over-generalizing some concepts and their applicability. I liked this post on his keynote at an advertising conference on why focus groups suck.
To summarize: Focus groups are an attempt by management to reduce risk (and with it, potential reward). Gladwell says that management should instead trust their creative people, be patient, and tolerate uncertainty.
Some good points in the comments too.
Posted by MarkSaturday, March 11, 2006 8:44:00 AM | permalink |
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