Seth's Blog : The challenge of focus groups for bold ideas

The challenge of focus groups for bold ideas

“We’re thinking of having a holiday every year where kids of all ages go door to door unescorted and beg for candy, and adults dress up in expensive and revealing costumes and get drunk. Would you be likely to participate?”

It’s not really a helpful question. (Yes, Halloween is mostly dumb, but it’s clearly popular).

Instead of focus groups, creators make assertions. They look for how the people they hope to engage with and serve have previously scratched whatever itch they hope to scratch. They look for emotions expressed and needs met instead of tactics or preferences.

Cultural change is incremental, but it begins with a leap, not a focus group.

PS tomorrow is the worldwide strategy meetup. The details are here. If you’re participating, you’ll find the video and prompts here. No need to watch in advance, simply bring it along. Thanks.