Consumer Focus Groups - The Top 10 Reasons That What You Hear Will Be Wrong

By Philip Graves

Before you spend time and money on qualitative consumer research you may not be aware of the reasons that focus groups can produce totally misleading findings. Here are the top ten reasons focus groups are more likely to be wrong than right.

1. The way we think is a function of the environment we're in: focus groups are a wholly artificial environment that is totally at odds with where and how consumer decisions take place.
2. Groups change the way people think: many psychological studies have shown that people think and behave differently under the influence of others.
3. Groups polarize opinions: studies show that most people think they're slightly better than average (they can't all be right!) But we're social creatures who try to fit in with those around us. In group exchanges this leads to people softening their view initially, and then hardening it when there is evidence from the group that others feel the same.
4. Group discussions provide an opportunity and social incentive to mentally rehearse what you say (no one wants to look stupid): this level of consideration is often at odds with actual consumer behaviour.
5. People are unconsciously adaptive: what we think is a by-product of what we've just heard. We tell ourselves that our thoughts are our own, but in reality what we think and say is often triggered by what we've just encountered. A focus group discussion creates a stimulus that would never be present during consumption.
6. Groups lead to 'groupthink': in the 1970s the psychologist Irving Janis recognised that groups would often reach conclusions with insufficient critical analysis and too much regard for the prevailing opinions being expressed.
7. There's no consequence to an opinion expressed in a consumer focus group: it's easy to decide you would buy something when there's no requirement to dip into your own pocket and, perhaps more importantly, no need to not buy what you usually choose to meet that particular need.
8. Often consumer behaviour is automatic: the unconscious mind adapts to handle things without conscious thought. If the purchase of the product or service you are competing with takes place at this level focus group respondents won't be aware of how they are behaving, nor are they likely to break this routine in real consumer conditions (whatever they may tell themselves in a group discussion on the subject).
9. Groups produce leaders: however well a focus group is facilitated participants will naturally look for an opinion leader. It's likely that what you think all the people involved have agreed with is actually massively influenced by one person who positioned themselves as slightly more informed or authoritative in the opening exchanges.
10. The process of facilitation for a focus group involves encouraging people to open up and express themselves. Unfortunately, the human transaction this produces can lead to respondents unconsciously wanting to please the facilitator.

As tempting as it is to believe that our thoughts are our own and fixed, psychological research has shown time and again that what we say we think is far more fluid.

Finally, it's worth reflecting on the fact that the vast majority of new product launches fail. If consumer focus groups were able to identify accurately consumers' needs, or effectively gauge their response to something new, wouldn't that proportion be much, much smaller?

Philip Graves is one of the world's leading experts on consumer behaviour. Based in the UK but working globally he advises a number of retailers, media companies and manufacturers on consumer behaviour, psychology and influence. You can get the latest consumer behaviour research and insights and contact him at http://www.philipgraves.net

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