Don’t throw the research out with the focus groups [Customer Experience Crossroads]

It’s become popular to disparage focus groups. What people often hear is that research is bad, or people who rely on it are lacking in leadership ability. Most of the people making these disparaging comments about marketing research are also usually trumpeting the importance of getting close to your customer. So if getting close to your customers is a good thing, what’s wrong with focus groups as a method?

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