Holland Martini on Focus Groups.
Maria Vorovich, Chief Strategy Officer at GOODQEUS, and Holland Martini, Chief Insights Officer at GOODQUES discussed many elements of market research in our full interview (under the ROI segment here). In this segment below, Holland discusses the utility of focus groups, along with how they’ve evolved in a Zoom-centric, post-pandemic world.
Focus groups can be valuable but poor design or a poor moderator can result in groupthink.
