Ever hear this pitch for your communications planning: “No problem, we’ll conduct a focus group and you’ll have all your answers, pronto!”
Whoa. Let’s hope you never do. If so, you’d better wave a red flag.
Focus groups are designed for one major purpose: to help provide a snapshot of thoughts and perspectives that can assist you in further strategization. Focus groups are not intended to provide you with a final concrete answer for which everything will be based on. [Read more...]
