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Malcom Gladwell on focus groups

Apr 12, 2006
2 comments

The author of Blink ~~182~~ and The Tipping Point has a good blog which, though not updated that frequently, is always interesting when it is. And, 6Aers will be happy to know, he uses Typepad. Today he posts on the topic of focus groups and the "taxonomy of reason-giving." He's actually quoting one of his readers, so now I'm quoting him quoting someone else, on why what poeple say in focus groups can mislead:
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...it seems that because of the artificiality of the situation, the perils of introspection, etc, most market research actually encourages people to answer in conventions, and doesn't encourage the telling of stories. Many of these stories are probably complex and deeply buried such that they are hard to consciously access anyway.