Don't Lose Sight Of Focus Group Value
Insurers are increasingly using focus groups to understand the motivations of consumers and thereby guide their marketing strategies and tactics. Unfortunately, focus groups often are badly misused, which is a shame because they can be such powerful tools.
Most marketing pros either love focus groups or hate them. But focus groups and other qualitative research techniques are both loved too much and not loved nearly enough. Both camps harbor misconceptions that skew their views.
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