It's time to rethink the role and value of focus groups

We know there is deep rooted dissatisfaction and disillusionement with focus groups as a research method, and that many share our views. We believe it's time to take a deep breath, start saying 'no' to focus groups and put an end to the misguided dependence on them that has become entrenched in so many sectors.

We plan to make a great deal of noise about this, and will likely annoy many as we slay some sacred cows and work to inspire public debate and some new thinking. There has been no public outlet until now for this type of critical review - we hope you will have the courage to join us by expressing your own views about focus groups and about why the time has come to reconsider their role and value.