Tag Archives: improvement

Are You Ready?

29 Mar

I ran a focus group yesterday to record product users (in this case 18 year olds) giving our product glowing endorsements.

What I captured on film instead is two of the most opinionated teenagers you’ll ever meet bashing our product.

These outspoken attendees called the product trivial, degrading, insulting.  You can hear the tension in my voice on the recording, the strain of me nodding my head and asking “explain further…” when all I wanted to do was lash back.  They’re wrong and I know it.

But it doesn’t matter what I know. Or what I think.  I seethed for hours after the focus group until I realized how naive I was to expect a love fest of a focus group.  How silly I was to think I could control the feedback they gave me for the camera.

Focus groups attract two types of people: those in it for the money, and those who want to be heard.  The second group is the only group that matters, and they’re often critical.  You’re not going to like everything they say.  The point isn’t to control their feedback.  It’s to have their feedback control what you do.

feedback

Be sure you can answer yes to all of these questions before you run a focus group:

Are you ready to listen?

Are you ready to be criticized and instead of arguing, push your retorts deep down into the pit of your stomach?

Are you ready to make changes?

Feedback is coming.  Are you ready for it?

 

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