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Why focus groups tell you the obvious
Mar 24, 2010. | Financial Times. pg. 14 | Luke Johnson. Great
breakthroughs in fields such as new product development are frequently
achieved by avoiding surveys and committees altogether. Constant testing
can lead to blandness and safety-first choices. In creative affairs,
corporate brainstorming sessions usually end up with groupthink
dullness, all originality squeezed out because of the fear of failure or
through the influence of office politics. As Steve Jobs said: "It's
really hard to design products by focus groups. A lot of times, people
don't know what they want until you show it to them."
ProQuest  Luke_Johnson  research_methods  product_development  surveys  market_research  breakthroughs  moonshots  Steve_Jobs  unarticulated_desires 
april 2010 by jerryking
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