One of the more infuriating experiences a moderator can encounter in a focus group is the respondent who seems to be critical of everything. Show him advertising, and he will quibble about an adjective. Show him a new product, and he will question its quality. Show him a completely different product, and he will have another reservation--Or, exactly the same one. Behind the mirror, the observers are losing their patience.
By Paul Metz, Senior Vice President
A segmentation study is a major undertaking for any brand. It provides a wealth of information and insight. Who would not want to understand the differences among their consumers and what drives different groups of them? I have rarely encountered a brand team that is not excited by its initial dive into the segments. In this sense, segmentation research is almost always "good."