How do focus groups work? - Hector Lanz
View full lesson: http://ed.ted.com/lessons/how-do-focus-groups-work-hector-lanz Focus groups have been widely used by organizations and individuals to find out how their products and ideas...
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Why do we buy certain products or choose certain brands? This is the sort of question advertisers have always asked, and there are no easy answers. However, there is a handy tool that helps companies explore this and similar questions, and it's called the focus group. Until the 1940s, market research was often quantitative using things like sales figures and customer polls to track consumption. But this changed during World War II. Sociologists Robert Merton and Paul Lazarsfeld set out to learn how unprecedented exposure to wartime propaganda was affecting the public. Instead of polling large numbers of people with straightforward questions and quantifiable answers, the researchers conducted in-person interviews, sometimes with small groups, enga...
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Why do we buy certain products or choose certain brands? This is the sort of question advertisers have always asked, and there are no easy answers. However, there is a handy tool that helps companies explore this and similar questions, and it's called the focus group. Until the 1940s, market research was often quantitative using things like sales figures and customer polls to track consumption. But this changed during World War II. Sociologists Robert Merton and Paul Lazarsfeld set out to learn how unprecedented exposure to wartime propaganda was affecting the public. Instead of polling large numbers of people with straightforward questions and quantifiable answers, the researchers conducted in-person interviews, sometimes with small groups, enga...
