the beauty of a focus
group, as one marketing executive noted, is that “it’s still the most costeffective,
quickest, dirtiest way to get information in rapid time on an
idea.” In analyzing the pros and cons, Wharton’s Americus Reed might
have said it best: “A focus group is like a chain saw. If you know
what you’re doing, it’s very useful and effective. If you don’t, you could
lose a limb.