Focus Groups—What Should It Cost?

Focus groups are easy: throw a handful of people in a room, ask them questions about your product, service or company, and voila!  Marketing insight.  Shouldn’t cost much at all, right?  You can certainly conduct focus groups that way, but only if you don’t really care about the validity of the research and don’t need […]

Yellow teeth are beautiful.

Why is marketing research so important? Because you don’t know everything, even if you’re sure you do. Despite the fact that I have worked to perfect my client poker face for 20 years, I still can’t help cringing when I hear them say, “We don’t need to do market research. We already know what our […]