Asking consumers what they LIKE or dislike, what the use or DON'T USE and ultimately BUY or never buy was until now called RESEARCH; but that has changed!

The scientific principles remain. The need for validity and reliability is still there; what has changed is the methodology. Here is why:

Clients, brand custodians, advertising agencies just cannot wait six weeks for results. In fact even three weeks is often too slow.

The reputation of Focus groups has plunged to a point where some companies just do not want to commission qualitative research anymore.

This sad state of affairs is not without reason. The cost of recruiting suitable respondents has gone through the roof.

Respondents who do show up are often of dubious quality. They clearly attend too many similar sessions far too often. As a moderator with years of experience you feel the problem within minutes.

Outside of focus groups fewer respondents are willing to complete lengthy questionnaires. Questionnaires are created by individuals who clearly have no training and even less experience.

It gets worse. Research respondents  LIE; not willfully and not consciously. They can't tell the truth because ATTITUDES change - sometimes within minutes.