Abstract:

The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consumer insights through direct observation or ethnographic research. In particular, we have found that results from focus groups can sometimes lead to precipitated conclusions and/or decisions based mostly on the stated or claimed behavior of the consumers. This stated behavior often reflects socially desired patterns, and can be significantly different from the 'real' way consumers conduct themselves on a day to day basis.