Bringing Real World Context into the Focus Group Setting

— Peter Coughlan and Aaron Sklar

Chapter 8 of Focus Groups: Supporting Effective Product Development (Taylor & Francis, London 2003) edited by Jon Langford and Deana McDonagh

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About the Author

Bicycles, breakfast cereal, a rocket headed for the moon — Aaron has explored them all in his quest to better understand the relationships between people and the world, particularly the objects they interact with.

A Partner at IDEO, Peter co-leads our Transformation group, which guides organizations as they establish innovation processes and other internal methods.