Steve JobsSteve Jobs of Apple once said this:

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” (Business Week, May 25, 1998)

Thanks to Harris for passing this one along.

It’s true. Focus groups have their place, but they can never be considered the law. They still only represent a segment, and it’s a segment that is naturally being encouraged to be opinionated. My experience with focus groups has shown that they are best at giving you new ideas, but don’t deny your on convictions over them. Lead the way. Like Apple does.

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6 Responses to “Steve Jobs on Focus Groups”

  1. [...] Link to Article steve jobs Steve Jobs on Focus Groups » Posted at Brett’s Blog on [...]

  2. Amy D. says:

    I think I could get lost in this site of yours! Wow…. Eric wanted me to tell you to say to Haas. Is Toby in the fridge? Thanks for checking out site every once in a while :) Lets do dinner soon.

  3. [...] ranted and warned and cited other experts regarding focus groups before. But now, I can play the “Don Draper said so” card when [...]

  4. Gwen Bakhand says:

    I heard today that Steve Jobs is taking his third medical leave of absence!! So he can focus on his health. Is this the end of the Apple era? The stock exchange of Frankfurt responded with a share value which was 7% lower! I am curious what the share value will be tomorrow at the NYE

  5. [...] since we no longer unequivocally trust in predictive concentration groups (I after found out that Steve Jobs had arrived during a same conclusion). [...]

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