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Tag Archives: focus groups
#Service #Innovation: The Book
I was THRILLED when these five glossy paperbacks were delivered to my home a few weeks ago! Service Innovation, An eighteen month collaboration with three professors from the CTF Service Research Center at Karlstad University, Sweden, was now tangible. What was it like to collaborate on a book with researchers 6,691 km away? Continue reading
Posted in Co-creation or User collaboration, NSD Process, Service Design, service-dominant logic of marketing, Social Media Marketing
Tagged Anders Gustafsson, Business Expert Press, Co-creation, CTF Service Research Center, Customer Research Methods, Ethnography, focus groups, innovation, Karlstad University, Lars Witell, Per Kristensson, probe and learn, Service Innovation, voice of the customer
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Ideation is for INDIVIDUALS, not groups!
Group brainstorming is not a good way to generate innovation ideas. In the Preface to Sprint, Jake Knapp discusses his missteps using group brainstorming at Google.
He notes that the brainstorming sessions were “a lot of fun,” , but… did not generate successful ideas. The best ideas were generated by individuals “sitting at their desks, or waiting at a coffee shop, or taking a shower.”
This matches what I found in a study of 50 years of research on group user research. Continue reading
Flawed Tools – Focus groups and brainstorming for ideas
The combined results of individual idea generation outperforms group methods, such as brainstorming and focus groups, in terms of the number, quality, and uniqueness of the ideas generated. Continue reading
Posted in Ideation
Tagged Abbie Griffin, avoid brainstorming, avoid focus groups, Brainstorming, focus groups, JPIM, Osburn, voice of the customer
8 Comments
Group Brainstorming is fun… but kills good ideas!
Group brainstorming and focus groups are fun and create an illusion of effectiveness among everyone involved in the process. Can an organization interested in innovation channel the enthusiasm but limit the murder of ideas? Continue reading
Posted in Customer Research Methods
Tagged Brainstorming, focus groups, front end of innovation, Fuzzy Front End
11 Comments
More Zombie Theory
In my previous post I talked of two theories/ideas that are popular in marketing despite having a preponderance of evidence that they are inneffective or untrue: Group brainstorming or focus groups for idea generation Maslow’s Hierarchy of Needs Several readers … Continue reading
Zombie Theory
It is hard to totally disprove a theory or idea in social sciences — there is always some possibility that a different experimental design or a new sample will show that it works in certain circumstances. However, if we are scientists … Continue reading
Brainstorming groups still kill ideas
I was surprised to find an article in a leading innovation journal that summarized a recent research paper on brainstorming. The summary stated that in contrast to most past studies this one showed that group ideation may reduce the number of ideas … Continue reading
Facebook doesn’t listen to customers
Is it best to ignore your customers? Innovation thought leaders such as von Hippel, Utterback and then Christensen, have written about the risks of listening to customers when trying to innovate. A fellow blogger defended Facebook’s policy to ignore users … Continue reading
Posted in Customer Research Methods
Tagged Brainstorming, Christensen, contextual information, disruptive innovation, Ethnography, experiments, Facebook, focus groups, hire an anthropologist, ignore your customers, latent needs, lead users, open source, probe and learn, radical innovation, rapid prototyping, site visits, sticky information, Utterback, voice of the customer, von Hippel
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Hotel Innovation in focus
Avoiding group think from focus groups It should not be a surprise to readers of this blog that innovators in hotel service find focus groups and surveys “unreliable” and suggest actually observing customers using the services instead: http://www.hotelschool.cornell.edu/research/chr/events/roundtables/service.html
Confessions of a focus group moderator
Fifty years of research has shown that relative to simply interviewing customers 1:1, group techniques for ideation — focus groups and brainstorming — are harmful, as they: Reduce the number of ideas generated, and Reduce the quality/originality of the ideas … Continue reading
ProfessorGary on Innovation and Marketing 