Postcards from the EDGE

A sort of harbour pilot for brands


Focus groups are the wrong way to understand voters

Although they’ve been around since the ’50’s, focus groups came to public awareness during Tony Blair’s time as PM. Since then they've become short-hand for spin, inauthenticity and the general move towards the centre ground. In the current UK election we are seeing something different, with parties offering real choices based on ideas and policies, more willing to take a stand and prepared to face criticism. Interestingly, the media have been slow to spot this with TV and newspapers getting into a tizzy about this break with the bland, painting politicians as radical when, in fact, the public are clearly saying they prefer genuine ideas to meaningless platitudes. I blame reliance on focus g