Beyond the Focus Group
http://www.system-concepts.com/articles/article0026.html

System Concepts
2005

Abstract:

Focus groups are popular amongst marketing professionals for good reason. They are relatively quick to organise and the feedback is instantaneous. A wide range of views can be assembled from people from a wide range of backgrounds. When focus groups go well, the data can be extremely useful in identifying profitable design routes. Plus any technique that gets companies closer to their customers can't be all bad.