Insight Leaders Summit - Global Online Event

Why Open Space Workshops should Replace Focus Groups

A talk by Luke Meddings
Managing Partner, BLINC partnership

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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.

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