Tag Archives: focus groups

#Service #Innovation: The Book

I was THRILLED when these five glossy paperbacks were delivered to my home a few weeks ago! Service Innovation, An eighteen month collaboration with three professors from the CTF Service Research Center at Karlstad University, Sweden, was now tangible. What was it like to collaborate on a book with researchers 6,691 km away? Continue reading

Posted in Co-creation or User collaboration, NSD Process, Service Design, service-dominant logic of marketing, Social Media Marketing | Tagged , , , , , , , , , , , , , | Leave a comment

Ideation is for INDIVIDUALS, not groups!

Group brainstorming is not a good way to generate innovation ideas. In the Preface to Sprint, Jake Knapp discusses his missteps using group brainstorming at Google.

He notes that the brainstorming sessions were “a lot of fun,” , but… did not generate successful ideas. The best ideas were generated by individuals “sitting at their desks, or waiting at a coffee shop, or taking a shower.”

This matches what I found in a study of 50 years of research on group user research. Continue reading

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Flawed Tools – Focus groups and brainstorming for ideas

The combined results of individual idea generation outperforms group methods, such as brainstorming and focus groups, in terms of the number, quality, and uniqueness of the ideas generated. Continue reading

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Group Brainstorming is fun… but kills good ideas!

Group brainstorming and focus groups are fun and create an illusion of effectiveness among everyone involved in the process. Can an organization interested in innovation channel the enthusiasm but limit the murder of ideas? Continue reading

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More Zombie Theory

In my previous post I talked of two theories/ideas that are popular in marketing despite having a preponderance of evidence that they are inneffective or untrue: Group brainstorming or focus groups for idea generation Maslow’s Hierarchy of Needs Several readers … Continue reading

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Zombie Theory

It is hard to totally disprove a theory or idea in social sciences — there is always some possibility that a different experimental design or a new sample will show that it works in certain circumstances. However, if we are scientists … Continue reading

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Brainstorming groups still kill ideas

I was surprised to find an article in a leading innovation journal that summarized a recent research paper on brainstorming. The summary stated that in contrast to most past studies this one showed that group ideation may reduce the number of ideas … Continue reading

Posted in Customer Research Methods, experiential innovation, Ideation | Tagged , , , , , , , , , | 13 Comments