http://quixoteviews.com/2008/05/08/brand-vision/ A business perspective for those who see things as they can be and are committed to creating a new reality. Thu, 05 Jan 2012 07:35:00 +0000 hourly 1 http://wordpress.com/ http://quixoteviews.com/2008/05/08/brand-vision/#comment-4 Mon, 12 May 2008 17:43:45 +0000 http://kimdoran.wordpress.com/?p=8#comment-4 They say focus groups are dead, but I disagree. If done correctly – with a clear understanding of what your customers can and cannot communicate to you – they can create a meaningful level of dialog that is useful to any brand manager. By declaring them to be dead, companies are walking away from an opportunity to listen to their customers and gain insights into their lives. Don’t cram the groups with a million items (a common problem); rather, pick a topic and let your customers talk. Involve them in the conversation in unique and creative ways, and you’d be surprised what you can learn from them – and from well-planned focus groups!

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