February 16, 2006
News & Opinion: Focus Groups
Focus Groups are a waste of time and money.
You either know your business or you don't. Products or services must be actually tried in the marketplace--not shown on storyboards for opinion from outsiders who do not live or breath your business. If you still insist on focus groups--use your own employees-that might actually be of some value. Remember Henry Ford's famous quote:
"If I had asked my customers what they wanted they would have said a faster horse."
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.