Focus groups play a necessary role in aiding marketing decisions, but they run the risk of squashing creativity in the process, insofar as they tend to push decisions toward the center. The expression, “democracy breeds mediocrity” applies, i.e. when too many people are asked to arrive at a decision, you can be sure it will be one that reflects such a wide range of views that the mediocre center is the result, which is fine, if your market is in the middle. Think laundry detergents.

But what about a product or service aimed at a much more discerning audience?

A common expression from a focus group participant is, “Well, I liked it, but I didn’t think others would like it,” which misses the point of a focus group. The fact that a person likes something is exactly what a focus group should be about, and not what one of the participants thinks some other person would like. And yet that is the way focus groups often function, i.e. a participant relegates his own opinion believing he is being asked to judge how others may respond. A better way to begin a focus group is to insist to the participants, “We want to know what YOU think, not what you think someone else would think.”