by Taazima Kala-Essack. How much of the merit and weight we place on focus groups and concept tests in the marketing and communications industry is ill-fated or even misplaced?
Tag archives: focus groups
Focus groups and ‘the observer’s paradox’
by Charl Thom. Early last year I shared some thoughts on advertising research and why I thought it was often a case of precious marketing dollars down the drain.