Why friendship groups trump focus groups every time
By Elaine Watson
- Last updated on
Finally, if you want real consumer insights, said Scott Madden from Boston-based Connelly Partners, skip a traditional focus group and convene a 'friendship group' instead, where you identify a target consumer and ask that person to gather friends and family at their house and chat about life, the universe and maybe your new product concept, over snacks and a bottle of wine.
"For what I get from four or six of these friendship groups it would take me 50 focus groups to get the same insights."