The Celebrity Apprentice: Butchering Focus Groups Since 2009
Not that I watch the Celebrity Apprentice (cough, cough), or really expected more, but its scary how much this week's episode butchered the concept of focus groups as they prepared to pitch their ideas for a new graphic novel style mascot for Zappos .com. Not to go all research snob on you, but at a minimum: 1) They should have had a moderator or at least a discussion guide 2) They should have been talking Zappos customers and prospects, not comic book fans 3) They should have had something to show participants or they should have conducted ideation exercises Seriously, I shouldn't have expected more. But it irks me when research is so poorly displayed in popular culture. At least they have a better writeup on the value of focus groups on the web site. Watch for yourself at: http://www.nbc.com/the-celebrity-apprentice/video/clips/week-2-athenas-focus-group/1053921/