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Abstract
Focus groups, the often maligned market research method, are blamed by many for everything from poorly designed products to the current state of the Labour Party. Although focus group research has existed for many years it has become widespread in the last 10 to 15 years and now accounts for 20 to 25 per cent of all market research undertaken in the UK. This book provides a detailed guide to the nature of focus groups, recognizing and providing techniques to overcome the limitations of the method and applying it for the first time for a design audience.
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Notes on contributors
Mark O'Brien
Mark O'Brien is course leader for the MSc in Design Management at the University of Salford. His research and teaching specialism is in the field of brand development and interpretation. Mark co-ordinates teaching across all undergraduate design programmes within the School of Art and Design, and continues to work commercially as a consultant.