Let me start this with a caveat, as there are always exceptions to rules. By no means am I trying to take down focus groups in totality nor the agencies that conduct them. However, as the human context has evolved, how we seek to understand, should also evolve. So what if we were to take a more Orwellian view…..
Strangers and orange polyester chairs
They were a group of strangers quickly escorted into a stark bare room with no windows, a purplish laminate table, and accompanying orange polyester armless chairs. The only thing that hung was a one-way mirror, which subjects were told would be used to observe and record their interrogation. The subjects were fed generic-branded cookies, served black acidic coffee-like liquid, told they could no longer leave the room for bathroom breaks, and instructed to give thoughtful opinions, insightful ideas, and emotional reflections to all questions. And then, the 2.5-hour focus group began.
This may be a partially dramatized account of my 20 years as a client in focus groups. However, I am often surprised that while technology, culture and the way people communicate has dramatically changed over the last few decades, the practice and rituals of focus group still resemble that stark bare room experience.
The truth is that focus groups are mostly artificial environments full of strangers and are not conducive environments for sharing and expressing reactions to real-life scenarios. Observing people in a focus group is like going to the zoo and believing that the animals behind the cages are behaving as they would in the wild. Do we really believe a caged lion at the zoo surrounded by a bunch of rambunctious kids induces the same social behavior of a lion in wild Sub-Saharan Africa? Capturing real human behavior in a focus group is going to be quite difficult, if not impossible, when humans are in a fake environment.
Fearless human research
Dr. Robert K. Merton(i), an American sociologist, is considered by many to be the originator of focus groups. It would be logical to believe that Merton was the one who coined what is one most used qualitative tool (focus groups) used for investigations and data collection. However, according to Merton himself, the method he once used for studying the public’s’ reactions to World War II propaganda (Focused Interviewing), couldn’t be further away from its origins to the point of getting “obliterated by incorporation”(ii) in modern day research methods. In less fancy words, “obliteration by incorporation” is another way to say that the origins of what he wrote were mostly bastardized by the time they became mainstream.
A challenge in transferring Merton’s Focused Interviewing ideology to focus group is that the qualitative data and information collected was fundamentally intended to be about a (singular) respondent. We are talking about a deep and real connection with the subject that allowed Merton to gather meaningful information and evaluate both emotional states and personal context simultaneously. And again, subject, as in an individual, not a group. Let’s pause here for a moment. Developing an empathetic relationship with one human led to a deeper understanding of that human. The “art” of the focus group is to engender a comfortable, open and discursive atmosphere, conducive to extracting the afore-mentioned opinions and emotional reflections…but is this still the optimal approach?
These days, you’ll find me researching what people think about spirits brands as part of the Bacardi company. As a family-owned business, Bacardi understands relationships and connections making it the right place for me to research real human insights. We use ten tenets of Fearless Human Research in all our work. Here, I’ll share two that you could easily apply:
- Find humans that don’t live in panels
Recruitment is one, if not the most crucial part of the planning process, yet is also one which is thought about the least. We generally default to demographic and consumption criteria and then farm it out to agencies that recruit from panels.
When conducting research with “Super Fans” of BACARDÍ® rum, we skipped the panels. Instead, we recruited from social media platforms where people were naturally posting about our rum brand. As a result, we were able to unleash the power of real Super Fans and amplify their passion to others in a human and contagious way. This is just one example, and depending on the qualitative need, recruitment source should be reconsidered. - Befriend them, don’t probe them
To understand humans, we must ask questions in human language. This is what leads to the most insightful work. There are many studies that have re-framed key questions into human language; in the past, this was occasionally referred to as “gamification”, and it can bring a real richness to responses from participants.
In research we conducted on brand perceptions, instead of probing participants on their favorite attributes about BACARDÍ rum, we asked “if you were to write an obituary about BACARDÍ, what might it say?” Here are few of my favorite human responses:
“Latin American families worldwide will never forget its presence in the house every December. Secretly unknown to the world, this is the secret sauce behind Latin Sexiness, Style, and Sound.”
“He started his life with a simple purpose: to make sure everyone is enjoying themselves.”
“In the end, he died as he lived — with a passion for people and connecting them with worlds they weren’t from but could grow to be accustomed to.”
Notes:
(i)Lee, R. M. (2010). “The Secret life of Focus Groups: Robert Merton and the diffusion of a Research Method.”
(ii)Lee, op.cit., (2010), p. 133
Make sure to follow Gabriela’s full presentation during Part 2 of the Client Summit at Home on the 18th of June.
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1 comment
Gabriela: Great article and insights (no pun intended). When I saw the headline, I thought this was another ‘focus groups aren’t good’ article. Of course I know they are alive and kicking because I do a lot of them and know they can produce outstanding insights. You’ve highlighted two of the most important factors to successful groups: recruiting and exercises that get participants engaged. I especially like your second suggestion, and I recommend doing these types of projective exercises early and often – they are fun and get respondents engaged from the get-go. Other good exercises include the “Dear John” (why are you breaking up with my brand) letter; and tell me what you “Think, Say, & Feel” when you interact with my brand or service. Thanks!