Can Focus Groups Kill Innovation?
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Oct 23, 2012

Can Focus Groups Kill Innovation?

By Patricia Ledesma

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.

Via Assistant Professor of Marketing Kelly Goldsmith.