Focus Group

Business people standing with question mark on boards

How Are You Feeling About Your Focus Groups?

Science has proven that the data that enters your prefrontal cortex (the logical decision-making center of your brain) is first filtered through the limbic system which is the center for your emotions.  In short, everyone feels before they think.  This is an indisputable fact of science. For those of us in the insights business, the quest is to further our understanding of the emotional drivers of...

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Overhead View Of Designers Having Meeting Around Table

Cuddle Up to Focus Groups Again

Neuroscience proves that most decisions are filtered through emotions, and the holy grail in qualitative research is understanding these emotions. Decades of behavioral research is fairly conclusive: in order for a giver of feedback to convey emotions there must be a high level of trust with the receiver of feedback. To date, our industry has focused on technological solutions to measure emotional response.  That is,...

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