In praise of the old

Lury, Giles
March 2005
Brand Strategy;Mar2005, Issue 190, p36
Trade Publication
The article reports that discussion groups may be out of fashion, but the methodology still has relevance and strengths for brand managers. Ironically using a classic technique of group analysis it is easy to identify a set of difficult-to-manage or time-wasting respondents. This has meant that many consumer insight managers are exploring new techniques and approaches. There is a rise in semiotics, ethnography and companies who increasingly use clinical psychologists as expert witnesses. The discussion group methodology still has relevance and strengths. It can be used to tap consumers' creativity.


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