Thinking Space

A lot of time we try to conclude from the feedback we get from focus groups, consumer insights etc..But what people say in a focus group setting may not be what they actually want.

In a landmark study, when Sony was introducing the boom box, the company gathered a group of potential customers and held a focus group on what colour the new product should be: black or yellow. After some discussion among the group of likely buyers, everyone agreed that consumers would better respond to yellow. After the session, the facilitator thanked the group, and then mentioned that, as a bonus, they were welcome to take a free boom box on the way out. There were two piles of boom boxes: yellow and black. Every person took a black boom box.

After the session, the facilitator thanked the group, and then mentioned that as a bonus they were welcome to take a free boom box on the way out. There were two piles of boom boxes: yellow and black. Every person took a black boom box.

Clearly what people say isn’t always a true reflection of what they think and this is especially true in a focus group environments. However, this is so true in our lives too.