Yahoo Snuffing Focus Groups
The portal company decided in September to do away with traditional focus groups for research, and switched to the use of “immersion groups” instead.
Why immersion groups? BusinessWeek noted how Yahoo’s chief marketing officer Cammie Dunaway described the concept at a Silicon Valley conference.
Dunaway, a former Frito-Lay executive, said of Yahoo: “My research department doesn’t know it, but I’m killing all our focus groups.” Yahoo’s recent debut of its Autos Custom site came as a result of the shift to immersion group research.
For businesses that may be large enough to bring in focus groups, Yahoo’s change to immersion could be a good reason to try it as well. Picking a handful of valued, insightful consumers and sitting them down with a couple of key developers might provide a key to unlocking better experiences for customers. From there, higher conversions could follow.
David Utter is a staff writer for WebProNews covering technology and business. Email him here.