Published in World Hum (June 2010).
When visiting other countries, I often find myself sitting in a dark room, watching people from the other side of a one-way mirror. No, I”m not talking about that kind of tourism. Rather, I’m referring to focus group research, which is part of my job.
No, I’m not talking about that kind of tourism. Rather, I’m referring to focus group research, which is part of my job. You know what I’m talking about: Focus groups consist of six to eight people who are brought together around a table to give feedback on a specific product or brand. The companies who sponsor the research—my clients—sit in the back room and listen while a moderator leads the discussion. I’ve been everywhere from St. Petersburg to Shanghai to Guatemala City to Munich, all funded by clients who need to understand their customers so they can figure out how to sell them more stuff.