his is something that most of us working in the field of brand management/communication/advertising often get to hear when we want to obtain some kind of 'qualitative' feel from consumers.

So much so that I often get the sense that focus group discussions have become a synonym for any kind of qualitative research. Popular as a means of gathering data, focus groups have inherent advantages of cost, multiple respondents at a time, diversity of responses and cross-fertilisation of viewpoints. ... more