Tag Archives: VOC

Confessions of a focus group moderator

Posted on February 2, 2009 by

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 →

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Why do you use focus groups?

Posted on June 18, 2008 by

As has been noted in several postings on this blog, there is overwhelming evidence that focus groups and brainstorming actually: Reduce the number of ideas generated, and Eliminate the “outliers” — the most creative ideas compared to 1:1 techniques that … Continue reading →

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Focus Groups, Brainstorming, and Freddy

Posted on June 3, 2008 by

Why won’t they die? A reader made this comment on an earlier post about group-think efforts: At a conference I recently attended, we had several brainstorming sessions devoted to finding ways to improve the grant we were all on. An … Continue reading →

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“Gating” Ideation?

Posted on May 20, 2008 by

  Don’t fence me in… In this month’s issue of Visions magazine the owners of the stage-gate(R) trademark take a look at ideation. They conducted a survey to find the most used and most effective customer research methods. Few details are … Continue reading →

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“Keep the Customer at the center”

Posted on May 8, 2008 by

Customer immersion at P&G: “Living it” and “Working it” “We have figured out how to keep the consumer at the center of all our decisions,” Lafley writes. “As a result we don’t go far wrong.” Before, P&G would rely heavily … Continue reading →

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“A Fair Hearing” for customers

Posted on April 14, 2008 by

A proposed procedure for uncovering customer needs The press release from Strategyn breathlessly announces that an article by two of its principals in the Sloan Managment Review “renders… traditional Voice-of-the-Customer research obsolete…” http://www.businesswire.com/portal/site/home/index.jsp?epi-content=NEWS_VIEW_POPUP_TYPE&newsId=20080410005089&newsLang=en&beanID=1791428325&viewID=news_view_popup In reality their proposed procedure makes extensive use of VOC … Continue reading →

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