We have always insisted that focus grouping names has a negative effect on the outcome. Our favorite Steve Jobs quote conveys the same idea in terms of product creation.
Via the May 25, 1998, issue of Business Week:
…it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them. That’s why a lot of people at Apple get paid a lot of money, because they’re supposed to be on top of these things.
It’s true, you either know what you’re doing or you don’t.
