From the course: Working with Creatives
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Why focus groups stink
- Great work is not achieved by committee or by consensus. Great work is achieved by someone with a strong vision or an original idea and the leadership skills necessary to convince others to take that creative journey with them. They have the support of a team above and below who trust and believe in them. That journey should not pass through the sterile, one-way mirrored rooms that house focus groups. It's not that the people in those groups don't take the responsibility seriously. Being asked and paid to weigh in on the aesthetic qualities of anything is a pretty big deal to most people. A crowded table of strangers wanting to do good without really knowing what good means as they respond to a facilitator's leading questions is not conducive to good, creative input. Add to that the fact that in a group of strangers a dynamic inevitably develops in which one, strong personality articulates a position and the rest of the group follows. The result is that in a room of, say 10…
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