School Marketing Journal with Brad Entwistle and Andrew Sculthorpe

Focus groups were designed to complement data, not replace it. Yet in many schools, focus groups are being misused as decision-making tools. In this episode, we unpack the history of focus groups, highlight common pitfalls like selection bias and moderator influence, and explore how these missteps can lead schools off course. We share examples of where it's gone wrong and offer a practical checklist for running focus groups that deliver insight, not false certainty.

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