“This focus group report is riveting!” - said no one, ever
After 25 years in strategy, I’ve been on the receiving end of dense focus group reports that told me ZERO — and I had to wait a month for it!
So, I flipped the traditional research model on its head and created The Anti-Focus Group.
I believe setting matters.
These aren’t your typical sterile conference rooms or awkward Zoom panels. Anti-Focus Group Dinners are intimate, high-end gatherings where we bring 10 of your ideal customers together to uncover what really makes them tick—their goals, motivations, and the stuff they’ll never tell you on a survey or a conference call.
By the end of the evening, you won’t just see your audience as ‘targets’ or ‘personas’—you’ll actually understand them as people.
The best part? The insights you gain are actionable and precise, helping you craft messages so on point, your audience will think you’ve been reading their minds. Spoiler: you haven’t. You just know them better now.
We all know focus groups are where great ideas go to die. Let's do better.
