Adil Ismeer
Sep 19, 2012

Opinion: Die focus group, die

BBH Asia-Pacific strategic planner Adil Ismeer (pictured) takes a passionate stand against the good old fashioned focus group.

Ismeer:

We’ve all sat in them. Or, shall I say we’ve all been trapped in them those mind-numbing sessions with 30-something housewives discussing their choice of dishwashing liquid. In many of them, you may spot a senior marketing director whose eyes are beginning to glaze over as his head starts tilting dangerously forwards. And who could blame him for almost falling asleep. Focus groups are so incredibly dull. Most times, we learn nothing new from them we merely confirm...

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