[Soul of the South]

Early in my career I worked in marketing for a major consumer products company. The company did both qualitative (focus group) and quantitative research. One of my early lessons as a young marketing manager was to discern the types of research appropriate to a particular business issue as well as how to evaluate focus group moderators. There are very few superior totally unbiased moderators, i.e. those who don’t try to influence the results. Most moderators, within the first 15 minutes of the first focus group, come to a conclusion and then start crafting questions to get the answer that fits their bias.

I’ve watched a number of Frank Luntz focus groups on television. Based on my observations, I would not hire him for a project. His groups are all about creating a media spin, not truly understanding the voter.

[ConjunctionJunction]

Interesting take. Thanks!

[cgbg]

Frank Luntz focus groups on television. Based on my observations, I would not hire him for a project. His groups are all about creating a media spin, not truly understanding the voter.

Excellent post--Luntz is a part of the problem, definitely not a part of the solution.