ABSTRACT
Focus groups are best used to gather deep insight into the issues that impact the branding process. They are exploratory in nature and not really designed to evaluate the ideas. Evaluation is usually about the quantitative research. Focus groups are often given a bad rap by marketing experts and academics for a few reasons: the leader effect and respondents have sharply different values and ideas. Respondents in each focus group should share similar values, attitudes, and behaviors. All knowledge is embodied. Humans receive information through people's senses. The research is designed to make that knowledge explicit so people can build their hypotheses. That's why they use visual stimuli, human knowledge is image-based, to extract embodied insight. There is another less tangible factor that contributes to the power of the insights, people ask respondents to teach them about their Fundamental Human Beliefs and the Desired Experiences.
