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Why Focus Groups Don’t Work

Why Focus Groups Don’t Work

Focus groups have been used to test concepts for everything from political campaigns to the latest Hollywood movie idea. But often, too much clout is given to the information gathered in these focus groups. The fact of the matter is that focus groups really don’t work as they’re supposed to. Why? The answer is simple—there’s a large gap between what people say in a focus group and what they actually do in real life.

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