As has been noted in several postings on this blog, there is overwhelming evidence that focus groups and brainstorming actually:
- Reduce the number of ideas generated, and
- Eliminate the “outliers” — the most creative ideas
compared to 1:1 techniques that are a part of a “voice of the customer” effort.
Voice of the customer 1:1 methods include:
- one-on-one interviews
- ethnographic study, and
- site visits by NPD staff.
Why do firms still use group techniques — focus groups and brainstorming — in new service development?
PLEASE POST A COMMENT OR SEND ME AN EMAIL (firstname.lastname@example.org) with 2-3 REASONS WHY YOU HAVE USED FOCUS GROUPS OR BRAINSTORMING IN A RECENT NSD OR NPD EFFORT.
For a review of some of the research evidence, see the VOC article by Griffin and Hauser: http://dspace.mit.edu/bitstream/1721.1/2425/1/SWP-3449-27000178.pdf
To see the Business Week article, “Shoot the Focus Group” (I think it could better be called “shoot the moderator”): http://www.businessweek.com/magazine/content/05_46/b3959145.htm