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Why focus groups don’t work [VIDEO]


In short, it can be summarised that your brain is out to get you.

No, really. Mostly, you won’t even realise it but, your brain is up to all sorts of things that you are unaware of.

I know it certainly explains some of the things in my life.

I digress.

Focus groups have proven time and time again to provide insight into customers but, never do they measure intent.

If you ask a customer what they will do, they will tell you what they think you want to hear. Intent and actual behaviour are two very different things.

In this short video, your brain, your unconscious decision making process and, how these things effect the results gained in market research interviews is explained.

Neuromarketing, why focus groups are useless and marketing