The problem with focus groups ...

We're often asked what the difference is between a focus groups and surveys and our approach to research.  I think this cartoon by Tom Fishburne illustrates the problem with most focus groups perfectly.  They are influenced by the facilitator (whether consciously or not) who is usually trying to prove a pre-existing hypothesis.  Our pre-hypothesis approach aims to obtain true insight into the perceptions of staff, customers etc, by mitigating against facilitator bias, and asking indirect questions aimed at eliciting narrative with no pre-existing hypothesis.