Rivers of ink have flown in countless books and newspaper articles about this subject. So it should be clear for everyone by now that focus groups suck when it comes to rating an ad. And yet they’re still used. And yet there’s still some people who just don’t get it. It’s only right that I step in now and make a list of 5 reasons why focus groups are the worst advisor when it comes to choosing an ad for your campaign.
* Focus groups are not relevant, statistically speaking. The sample isn’t representative. Remember, you want to speak to millions of people. Are you sure the opinions of 20 people in a room are truly representative for all those millions?
Here's the link to the rest of the post: http://eugens.wordpress.com/2007/03/02/5-reasons-why-focus-groups-suck...
I'm interested to hear your stories on the subject, either here or on my blog.