If Thomas Edison used focus groups

          IF THOMAS EDISON USED FOCUS GROUPS 

If Thomas Edison used focus groups… he would have created a bigger candle.

When I read this in a recent blog – I realized that there is a misunderstanding about what focus groups should be used for.

I can’t imagine ever organizing a focus group in order to “create” anything.   Focus groups are used to “give credibility” to your ideas.

For example:

 Project:  You have an idea for a new type of cereal -

A. Do you focus cereal consumers on what they think a new type of cereal could be?

Or

B. Do you focus cereal consumers on YOUR IDEA for a new cereal?

The answer is B.

“A” will only give you an insight into what is currently lacking in the existing products on the market.. i.e.. add more fibre to generate a fuller feeling.. or in Edison’s case - need more light so create a bigger candle –

Of course you can always gain good information by asking your focus groups what type of products are they are using now.. and why?

But don’t expect Focus Groups to do the creating for you.  You are the IDEAS person. You are the INNOVATOR and you are the VISIONARY.

Focus groups should be used for three reasons

•  To learn and confirm that you are on the right track with your product idea service or concept.  (It is extremely more cost effective to fix problems in the early stages of development

•  Gain 85%  acceptance for your idea from consumers who will be purchasing and using your product.  (less acceptability than this means going back to the drawing board

• Feature your focus group photos and comments in your sales collateral to establish credibility for your product in order to gain buyer support.  (A picture says a thousand words)

So treat your focus groups with the respect they deserve.

They are there to confirm, endorse, validate, accept,  reject, disprove or invalidate.. they are not there to create…

You are not there to SELL – you are there to LEARN

If you would like more information on running focus groups

check out my other blogs and my new book “The Caboodles Blueprint”

http://www.leoniemateer.com 

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