Wow, Randy, that's a little harsh...

We recently did a focus group with members asking how we could improve 
the member's experience at the museum.  It never occurred to us before 
the focus group to provide a special members sign in table for special 
events so members wouldn't have to stand in line with general admission 
guests.  The group suggested it, we implemented it at the next special 
event, and the entire membership loved it.  And it was also noticed by 
general admission visitors that members got a special express line to 
enter...  Cost to the museum?  Nothing.

Like every evaluation measure, you have to know how to use the 
information.  As Randy points out, it's foolish to take what the group 
says as gospel and implement it even if it goes against your best 
instincts.  All it is is another perspective; another piece of 
information to put into the decision-making pot.  But don't 
underestimate their value.  A focus group may help you learn more about 
your public's perceptions of your institution and the quality of their 
experiences when they visit than any other type of survey or observation.

Just my 2 cents.

Dan

Randy Little wrote:
> Focus groups?  I would highly recommend agaist their use.   they don't 
> work in most cases.   (see new coke as a world class example of that 
> not working) There is even a really funny example of a focus group 
> saying that the 1984 apple Mac Ad was horrible and bad.   People 
> generally don't know what they want until you give it to them.  Even 
> when it is explained to them they don't get it until they actually use 
> it in the real world.   On top of people in the groups feeling the 
> power and wanted to make it there own.   Best episode of family guy 
> ever was  a focus group with Seth Mcfarleen where people basically 
> tell him the show will never work.   (sorry advertising and marketing 
> is half of my life.)
>
> On Thu, Mar 27, 2008 at 10:59 AM, Diane Hutsell <[log in to unmask] 
> <mailto:[log in to unmask]>> wrote:
>
>     Does anyone on the list use focus groups, either kids, families,
>     educators, as a part of their museum evaluation and if so, would
>     you be willing to share what questions you ask? Thanks!
>      
>     Diane
>      
>     Diane Hutsell
>     Executive Director
>     McMinn County Living Heritage Museum
>     PO Box 889
>     Athens, TN 37303
>     423-745-0329
>     www.livingheritagemuseum.com <http://www.livingheritagemuseum.com>
>     [log in to unmask] <mailto:[log in to unmask]>
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> -- 
> Randy S. Little
> http://reel.rslittle.com
> http://imdb.com/name/nm2325729/
> http://www.linkedin.com/in/rslittle 
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-- 
Dan Bartlett, BFA, MA
Curator of Exhibits
Midway Village & Museum Center
Rockford, IL

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