design thinking methodology

Focus Groups Are Dangerous. Know When To Use Them

Read in FastCo Design

January 9, 2013
by Gianfranco Zaccai

While it’s unlikely that focus groups can create an innovative idea, they can help evolve one—fine-tuning how it will be embraced and determining the feature set, price point, and physical embodiment of the core idea. In Gianfranco Zaccai's view, innovation is really a three-step process, and only in the last one are focus groups truly helpful.

Read the full article in FastCo Design

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