It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” (Business Week, May 25, 1998)
Thanks to Harris for passing this one along.
It’s true. Focus groups have their place, but they can never be considered the law. They still only represent a segment, and it’s a segment that is naturally being encouraged to be opinionated. My experience with focus groups has shown that they are best at giving you new ideas, but don’t deny your on convictions over them. Lead the way. Like Apple does.