Abstract:
F*ck Focus Groups: The case for human first fearless research.
3 takeaways:
- It's easy to default and focus on what matters to the business. It's braver - and smarter - to put humans at the heart of everything we do. Let's begin with our humans and their story - and why we must start with our humans.
- Our connection with humanity is broken. We want to quantify and categorise people, we try to create algorithms to predict unpredictable human lives which are cozier, messier, real and quite imperfect. Do traditional qualitative methods work in helping us understand people or should we evolve?
- It's scary but brave and maybe even a little provocative and uncomfortable, but are there new ways to reconnect with humanity through fearless human-centric research?
This could also be of interest:
Videos
The consumer matrix: How to save the humans
Catalogue: Insights Festival 2020
Author: Gabriela McCoy
Company: Bacardi
September 17, 2020
Research Papers
The consumer matrix: How to save the humans
Catalogue: Insights Festival 2020
Author: Gabriela McCoy
Company: Bacardi
September 15, 2020
Research Papers
Life beyond the focus group
Catalogue: Asia Pacific 2004
Author: Lee Ryan
Company: KANTAR TNS Malaysia
March 28, 2004
