Ok so sometimes it feels like some of my respondents were dead, but does that really mean that as an approach to research that the focus group is dead?
I don’t think so, I know there are other ways and means by which to get out there and “explore the world and minds” of the consumer, but focus groups still offer us an invaluable tool to gather insights.
I know there is trend is to explore other research avenues, and that’s great, it helps feed the evolution of how we gather information, but lets not throw the baby out with the bath water. Sometimes it’s just not suitable to do a more ‘ethnographic’ approach (and indeed sometimes it is not even required). Although I do miss the days of being able to run groups in a respondents home, having a sit round the living room with a bunch of women, drinking tea, eating biscuits and talking about what they but from the supermarket and why was always good fun, but alas health and safety regulation won’t allow it.
Clients are looking for more “sexy and exciting” ways of conducting qualitative projects, and that’s great, but the process should not be at the expense of the desired outcomes.
I’m all ears for WHY the focus groups is dead, but all I hear is the phrase with little or no evidence to back it up….