Focusing On Focus Groups: How Consumers Win, Lose

Published: Wednesday, December 20, 2017 - 3:05pm
Updated: Wednesday, December 20, 2017 - 3:11pm
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Market research has been an advertising staple for about a century, but the use of focus groups really took off after World War II.

They’re used by politicians, media outlets and corporate giants to figure out what ordinary people like and don’t like.

Liza Featherstone examines the impact of focus groups in her new book, "Divining Desire: Focus Groups and the Culture of Consultation."

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