Why I hate focus groups - let me count the ways

Why I hate focus groups - let me count the ways

 

What people say in focus groups:
n.b. a 2 hour session
(15 minutes in) "never heard of it"
(30 mins in) "sounds cool"
(45 mins in) "thats interesting"
(1hour in) "but it doesn’t...”
(1 hour 15 mins in) "I hate it"
(1 hour 30 mins in) "we all hate it"

The mood:
(15 minutes in) curious
(30 mins in) we’re all trying to be liked
(45 mins in) we’re bonding
(1hour in) overthinking for cash - I don’t think anything but your paying me
(1 hour 15 mins in)  leaders dissent - affects group
(1 hour 30 mins in) revolt - “we’re tired, just give us the money so we can go home”

Lets put it all together:
(15 minutes in) "never heard of it" - curious
(30 mins in) "sounds cool" - we’re all trying to be liked
(45 mins in) "thats interesting" - we’re bonding
(1hour in) "but it doesn’t...” - overthinking for cash  - I don’t think anything but your paying me
(1 hour 15 mins in) "I hate it" - leaders dissent - affects group
(1 hour 30 mins in) "we all hate it" revolt - we’re tired, just give us the money so we can go home

let's all go home, and never do this again? agreed.

(I'll be posting about alternatives soon)

 

(Drawings from focus group sessions. It's hard to take photos from behind a two way mirror, so I like to quickly sketch the participants.)