Oct 23, 2012
Can Focus Groups Kill Innovation?
Gianfranco Zaccai, the designer of the Swiffer, in FastCompany:
Focus groups aren’t useless. They can be insightful for fine-tuning something for the short term. But true innovation is about more than just incremental improvement, it’s about revolutionizing a product or a service; in fact, it should be about redefining an experience.