there's no substitute for people genuinely interacting with each other.

And because researchers often use a small sample size in a specific setting,it's hard to generalize their results.The findings that researchers do reach from focus groups are often tested through experiments and data gathering.Those put numbers on questions like how many potential customers there are and what price they'd be willing to pay.This part of the process changes as technology evolves.But focus groups have remained largely the same for decades.Perhaps when it comes to the big, important questions,there's no substitute for people genuinely interacting with each other.