The Magic Moments of Focus Groups
Monday, August 13th, 2007
With the summer season upon us, I like to retire to the beach for a little while to read, relax, and recharge. And, like most people, I always have a stack of reading material that I haven’t gotten to over the year. Recently, I did pass on James Patterson and catching up on the new Harry Potter and instead looked at the summer 2007 issue of the QRCA, Views from the Qualitative Research Consultants Association. I know, maybe not your cup of tea, but it has always been important to me, and the company, to stay on top of what is new and different.
What caught my eye was the article Intimate Strangers, by Laurie Tema-Lyn. Tema-Lyn talked about that magic moment in focus groups when a set of strangers coalesces into an intimate group and really begins to talk about their personal experiences. Now, Tema-Lyn conducts groups on some very personal issues relating to disease and other life issues, but I see the same things happen in the business groups that we conduct on a regular basis.
This is the truly rewarding moment of the job: when the natural defenses of participants drop and people really start talking about their problems and issues,?? sharing their personal frustrations with colleagues who feel their pain. This is insight for a company that a sales rep will rarely ever hear because of the nature of the customer-vendor relationship. When a group of business people reach that moment of sharing, of becoming “intimate strangers”, I know I have done my job well.
This is what keeps me going back to the office, when the ocean calls. That said,?? where is my sun screen…..?
