For Design, Focus Groups Suck

Ian Lurie

focus groups
Don’t take my word for it. Jakob Nielsen said it best in 2001.
Of course you can try a focus group. Do your design. Then put 10 strangers in a small box, give them free candy, point 10 cameras at them and start firing questions. Oh, and don’t forget to make sure there’s a painfully obvious slab of one-way glass on one wall so they know they’re being observed.
You know you’ll get their natural reaction in that situation…

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  1. Heh! Tell that to the marketing and brand people. Taking away their focus groups would be like taking away their bonuses. They’d go into withdrawal and start babbling piteously….

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