Notes

Steve Jobs on Focus Groups
I have my Twitter application, "TweetDeck", monitoring conversations about focus groups. Hardly a day passes when someone doesn't Tweet that "Apple doesn't do focus groups...Steve Jobs says that men and women have no idea of whatever they have showing them."
Was which more than 140 characters? Well, you get the gist.
To paraphrase Lloyd Bentsen's famous line from his Vice Presidential debate with Dan Quayle, my response is "I knew Steve Jobs. I worked with Steve Jobs, and you are no Steve Jobs."
Truthfully, I done Apple in years past but never got to meet Steve myself. But the obvious point the following is if you've got a one inch a million visionary running your organization why work with research? I couldn't agree more.
The problem for your other 99.9% of businesses is because they are run by mere mortals. Some are exceptionally bright and innovative, to be certain, but there aren't many Steve Jobs walking among us.
Focus groups possess the chance to be transformative. They offer an original experience: Live interaction together with your consumers, the bonding and consensus building of being while travelling with your colleagues, a chance to observe, reflect, challenge, brainstorm and evolve.
Given the environment, a working system, the vocabulary to articulate difficult to express feelings and emotions - it's simply stunning just how much progress can me made from the qualitative process. I believe that groups done well is often all you need to make decisions, conventional marketing wisdom aside. Regardless, well executed community consultation Perth will probably be directly reflected in significantly superior quantitative scores for that feint of heart.
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