One of the problems with focus group research is that it can foster a confidence in the self-reported perceptions of the consumer, rather than their underlying motives which traditional focus group scripts often ignore.

Of course this criticism can be directed to any self-report research technique, but it is more of a sin in focus groups which are a depth technique, and therefore give the researcher the opportunity to apply more creative and deep questioning which can unearth the real motivating factors behind consumer behaviour.

As in product development, the real successes in advertising and marketing paradoxically have not come from asking the customer. They come from more fully understanding the consumer decision making process, and then innovating in taking advantage of this knowledge. Ask the consumer how a service or product could be improved and you can incremental suggestions. Radical re-orientations are the stuff of gut feel, risk taking and a talent for prescience.

Take for example the use of focus groups in testing television shows. The Holland Sentinel reports that Focus groups not always on target asking in an article -

So what role, ultimately, does focus group research play? "It is one tool, but only one," Moonves said, noting that executives look for extremes -- either particularly high scores or those that say, "This show is never gonna make it."

Of course, some producers contend that that formula highlights an inherent flaw in the process, since groundbreaking programs that take creative chances often alienate a segment of the audience. To Rosenthal, who never saw the diagnostic appraisal of "Raymond," it's a reminder of how misleading such analysis can be.
"I've said to the heads of the networks, 'Have you ever tested the testing?' " he said, citing the high failure rate of new programs despite the research. "I say that they should go with their gut a little more, but maybe they're afraid to, because then you're on the line."

There are many, now well established, depth, projective, suggestive and pre-hypnotic, questioning techniques available to market researchers. Simply asking the consumer just doesn't cut it. Human beings have a prediliction to not DO what they say they do, and the relationship between attitude and behaviour has always been a tenuous one.

Maintaining a critical attitude towards most focus group results is a sensible strategy for management. Realising their limitations is key to getting the most of this otherwise highly useful technique. Unfortunately, like almost all self-report techniques most focus groups are less successful at predicting actual behaviour than what people SAY what they will do. The gap can sometimes be enormous.