Why do organizations have focus groups? Most would say so they can cultivate ideas and get feed back on possible decisions the company is thinking of making. The only problem with this is that most companies have already made up their mind on what they are going to do prior to the focus group. One example I have is a company who has decided a name change is needed. So they hire a firm to come up with a couple of names and then have focus groups to tell them what they think. This to me seems wrong… Why would you not have a focus group to find out what is important and where your brand equity level is… after gathering information then comes the development of new names. Just a thought. Let me know what you think.