If you get right down to it, I’m a quant. My history is with surveys and quantitative social media research. I have little experience with focus groups or neuroscience or eye tracking or many other respected and mistrusted methodologies. I can criticize the heck out of any of them but then, it really wouldn’t be fair.
But market researchers love to criticize. That’s what the test control design is set up to do. Prove and disprove based on logic and facts. So we criticize methodologies we aren’t familiar with even when we don’t have the facts. Are you one of the people who’s lambasted focus groups for their lack of generalizability? Have you laughed neursocience studies off the stage for their hocus pocus?
If you’ve never participated in a focus group, commission one now. Participate in the sampling, help write the discussion guide, help lead a group, help write up the results. See for yourself the good and bad that can come from it. Compare the results with those that come from the good and bad of the method you’re most familiar with. Learn something new. Try something new for once. Radical?