Research from focus groups is valuable information that provides immediate feedback. So the results shouldn’t be stored away and forgotten as they may prove useful for future issues that arise. Angela Sinickas highlights the importance of this by explaining a particularly successful method initiated by power generation company Alstom.
This article was originally published in Strategic Communication Management, Volume 11, Issue 6: October/November 2007. Melcrum Publishing Limited, London, UK (2007).