Monday, October 26, 2009

Nail in the coffin for focus groups?

Focus Group Failure
The stories mention that brain scans are less convenient and more expensive than traditional focus groups for gauging audience reaction to a movie. The real story is that focus groups are simply incapable of providing the kind of specific and accurate feedback that we see by measuring brain activity and biometrics in real time. Focus groups may still have a purpose, but gauging how scary particular elements of a film are isn’t one of them.
Indeed, there are many points of failure for traditional focus groups. People may not say what they really think for a variety of reasons. Even when they try to be totally honest, people may not be able to articulate their experiences, rationales, or intentions.

What do you think?