Why Open Space Workshops should Replace Focus Groups

About this talk

Focus Groups were invented in America in the 1950s as a brilliant way to understand consumer preferences in a world of shiny new white goods and burgeoning advertising industry. They are nevertheless a very blunt tool when looking at future-facing projects or exploratory research of any sort – for the simple reason that they require too many predetermined judgements – as a result, they often deliver misleading or totally inaccurate results.