Focus Groups and Change

Article on 8 reasons why focus groups fail via Melissa Perri is a useful read that speaks to even the dynamics of meetings in general where a new topic is being discussed.

“8) Moderator influences the result Focus group moderators have key roles. Based on a relatively rough discussion concept, they must bring the honest intentions of the discussants to light. If the moderator is particularly likeable to a participant, his answers and opinions will be different than if exactly the opposite is the case. Market research already knows the phenomenon of interviewer bias in mere surveys. In the case of oral and non-standardised interviews, this is particularly important.” —Daniel Zapfl

In essence it also speaks to how leaders work when driving change.