If you work in communication you know this situation. “Focus groups” are people picked by an advertising or market research agency who represent customers. They are put in a room to share ideas about a product, a design or a campaign. They are meant to find out “insights” and feedback to test the marketability, but in fact, most of the time they are like shown in the video: dull, frustrating, uninspired and uninspiring for everybody. Truth is: If you want to know what’s really going on in the mind of the people you cannot ask them. You need to find other ways to figure that out.