Do you want to gain an in-depth understanding of customer experience? More information can be obtained from five customers than from 50 focus groups, according to Larry Huston, former Vice President of Knowledge and Innovation at Procter & Gamble: "Map a holistic experience and spend 12 hours with one consumer over a one-month period instead of running 50 focus groups where you have eight minutes with an individual consumer." From the blog Customer Experience Optimization: (2:31).