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Wyse remakes focus groups with laptop program.(News)(director of brand strategy at Wyse Advertising)
Crain's Cleveland Business, November, 2003
Byline: HENRY GOMEZ Steve Yuan always respected the value of consumer input when helping a company strengthen its image. Focus groups, he knew, were important to gathering useful information for brand development. But Mr. Yuan, director of brand strategy at Cleveland's Wyse Advertising, thought something was missing when focus group participants huddled together to dish out their opinions on a particular product.
Specifically, he was worried that group leaders were not gathering all the right information, and that some participants were shying away from voicing their true feelings. "There's always that one guy - the one who won't shut up and just sort of dominates the discussion,'' Mr. Yuan said. "It can be intimidating.'' Enter GroupSpark, a program...
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