http://www.hardknoxlife.com/2008/07/30/the-consumer-is-boss/ A Brand Management blog by Dave Knox @daveknox Wed, 05 Oct 2011 07:53:44 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.hardknoxlife.com/2008/07/30/the-consumer-is-boss/comment-page-1/#comment-270 Robin Thu, 31 Jul 2008 20:12:28 +0000 http://hardknoxlife.wordpress.com/?p=352#comment-270 I don't believe brand managers or marketing people should be watching groups at all. It may be entertaining but is a waste of their time and potentially misleading and disruptive. The insights come from analysis of experienced Qualitative researchers. Watching the groups and trying to get the story is like watching a movie being shot versus watching the completed thing. Youy can try and piece together the story but chances are you'll get a lot wrong. I don’t believe brand managers or marketing people should be watching groups at all. It may be entertaining but is a waste of their time and potentially misleading and disruptive. The insights come from analysis of experienced Qualitative researchers. Watching the groups and trying to get the story is like watching a movie being shot versus watching the completed thing. Youy can try and piece together the story but chances are you’ll get a lot wrong.

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