BD[T@RTAL

Eyeballing focus groups

If you've ever considered using a focus group as a way of learning what your customers think about your merchandise and services, you may want to re-focus.

Done right, focus groups can help you understand your customers' thinking and, sometimes, why they do what they do. But don't use the resulting data as the sole criteria for major decisions because the results may be blurred.

Some funny dynamics can result when a group is selected and asked to frankly discuss various topics. This is especially true if the selection process results in participants who aren't representative of your customer base. Not what you may think the base is, but what it actually is.

The knowledge among the group that they are being observed from behind that one-way mirror and that their remarks are being taped brings out different reactions. Peer pressure to say something, anything, comes into play. Others like to pontificate, whether they have a well formed opinion or not. Some timid types feel compelled

DAYID CUTLER editor.publisher

to try to give the "right" answers. Others feel the need to make a dramatic statement, just to shake up the panel and the sponsoring company. A chance to escape their homes brings others, who may just give me-too answers of no value.

Marketers who sponsor focus groups insist these low value responses can be factored out, that years of experience have produced the insight to disregard them and that the resultsjustify the relatively modest cost of the groups.

We're not so sure. The wisdom to separate good from bad responses could require a knowledge and insight that even Solomon lacked.

Additionally, observing and listening to a group may produce only opinions you find uninformed, stupid, pointless, unrealistic and asinine. To name just a few.

Because good information will be developed in a well run session, the challenge is to sift out the nuggets. But if you can't be sure which is which, it's best to take the whole business with a few grains of salt. A half pound, in some cases.

"'Y:1,?::5:"

?*'Es;:3o'o'

/ Handroils'l'iL,ottd PtYwood

"'olg eored fencing ,/ Loftice ) "o..o-Posfs' bolusters

/ Picnic:*|];b top fence posts

,/ French Gol

,/ Stair sfringers

/ Be nch suPPo-rts'to-:!tt nt

,/ Patio squares

'r tonatca7e fimbers'

/ sp dimension' ott "r:Z"r:rt " the rest

TluE Dean Mart's Green Lr7ht Specials