{"id":2185,"date":"2020-05-14T12:07:01","date_gmt":"2020-05-14T12:07:01","guid":{"rendered":"https:\/\/www.lifescienceart.com\/?p=2185"},"modified":"2020-05-14T12:07:01","modified_gmt":"2020-05-14T12:07:01","slug":"why-focus-groups-can-kill-your-best-ideas","status":"publish","type":"post","link":"https:\/\/www.lifescienceart.com\/vi\/science\/innovation-and-creativity\/why-focus-groups-can-kill-your-best-ideas\/","title":{"rendered":"T\u1ea1i sao c\u00e1c nh\u00f3m t\u1eadp trung c\u00f3 th\u1ec3 h\u1ee7y ho\u1ea1i nh\u1eefng \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi c\u1ee7a b\u1ea1n"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>T\u1ea1i sao c\u00e1c nh\u00f3m t\u1eadp trung c\u00f3 th\u1ec3 h\u1ee7y ho\u1ea1i nh\u1eefng \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi c\u1ee7a b\u1ea1n<\/strong><\/h2>\n\n<h2 class=\"wp-block-heading\">Ngh\u1ecbch l\u00fd \u0111\u1ed5i m\u1edbi<\/h2>\n\n<p>Khi n\u00f3i \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u1ed9t ph\u00e1, c\u00e1c nh\u00f3m t\u1eadp trung truy\u1ec1n th\u1ed1ng th\u01b0\u1eddng c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh v\u1eadt c\u1ea3n tr\u1edf nhi\u1ec1u h\u01a1n l\u00e0 s\u1ef1 tr\u1ee3 gi\u00fap. Nh\u00e0 thi\u1ebft k\u1ebf Gianfranco Zaccai l\u1eadp lu\u1eadn r\u1eb1ng c\u00e1c kh\u00e1i ni\u1ec7m th\u1ef1c s\u1ef1 s\u00e1ng t\u1ea1o c\u00f3 xu h\u01b0\u1edbng ho\u1ea1t \u0111\u1ed9ng k\u00e9m trong c\u00e1c nh\u00f3m t\u1eadp trung v\u00ec b\u1ea3n ch\u1ea5t con ng\u01b0\u1eddi l\u00e0 s\u1ee3 r\u1ee7i ro v\u00e0 kh\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng n\u1eafm b\u1eaft \u0111\u1ea7y \u0111\u1ee7 ti\u1ec1m n\u0103ng c\u1ee7a c\u00e1c kh\u00e1i ni\u1ec7m ch\u01b0a quen thu\u1ed9c.<\/p>\n\n<h2 class=\"wp-block-heading\">H\u1ea1n ch\u1ebf c\u1ee7a c\u00e1c nh\u00f3m t\u1eadp trung<\/h2>\n\n<p>Zaccai gi\u1ea3i th\u00edch r\u1eb1ng c\u00e1c nh\u00f3m t\u1eadp trung ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi c\u00e1c c\u1ea3i ti\u1ebfn gia t\u0103ng \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 h\u01a1n l\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c \u00fd t\u01b0\u1edfng thay \u0111\u1ed5i cu\u1ed9c ch\u01a1i. \u0110i\u1ec1u n\u00e0y l\u00e0 do m\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng kh\u00f4ng nh\u1eadn ra nh\u1eefng g\u00ec h\u1ecd \u0111ang thi\u1ebfu cho \u0111\u1ebfn khi h\u1ecd tr\u1ea3i nghi\u1ec7m t\u1eadn m\u1eaft. C\u00e1c nh\u00f3m t\u1eadp trung c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng gieo r\u1eafc s\u1ef1 nghi ng\u1edd v\u00e0 ho\u00e0i nghi v\u00e0o nh\u1eefng \u00fd t\u01b0\u1edfng ch\u01b0a quen thu\u1ed9c ch\u1ec9 \u0111\u01a1n gi\u1ea3n v\u00ec ch\u00fang kh\u00f4ng quen thu\u1ed9c.<\/p>\n\n<h2 class=\"wp-block-heading\">V\u00ed d\u1ee5 v\u1ec1 nh\u1eefng \u0111\u1ed5i m\u1edbi th\u00e0nh c\u00f4ng<\/h2>\n\n<p>Zaccai \u0111\u01b0a ra m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 nh\u1eefng \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng ban \u0111\u1ea7u \u0111\u00e3 v\u1ea5p ph\u1ea3i s\u1ef1 ho\u00e0i nghi. Gh\u1ebf t\u1ef1a l\u01b0\u1edbi v\u00e0 Swiffer, c\u1ea3 hai \u0111\u1ec1u do c\u00f4ng ty Continuum c\u1ee7a Zaccai ph\u00e1t tri\u1ec3n, l\u00e0 nh\u1eefng v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh. Kh\u00f4ng m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o trong s\u1ed1 nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0y c\u00f3 v\u1ebb l\u00e0 m\u1ed9t \u00fd t\u01b0\u1edfng hay v\u00e0o th\u1eddi \u0111i\u1ec3m \u0111\u00f3, nh\u01b0ng k\u1ec3 t\u1eeb \u0111\u00f3 ch\u00fang \u0111\u00e3 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn.<\/p>\n\n<h2 class=\"wp-block-heading\">C\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn thay th\u1ebf \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 \u00fd t\u01b0\u1edfng<\/h2>\n\n<p>V\u00ec v\u1eady, n\u1ebfu c\u00e1c nh\u00f3m t\u1eadp trung kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o, th\u00ec m\u1ed9t s\u1ed1 l\u1ef1a ch\u1ecdn thay th\u1ebf l\u00e0 g\u00ec? Zaccai g\u1ee3i \u00fd c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn sau:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Xem x\u00e9t tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng t\u1ed5ng th\u1ec3:<\/strong> \u0110\u1eebng ch\u1ec9 t\u1eadp trung v\u00e0o ch\u00ednh s\u1ea3n ph\u1ea9m m\u00e0 h\u00e3y quan t\u00e2m \u0111\u1ebfn to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m xung quanh s\u1ea3n ph\u1ea9m.<\/li>\n<li><strong>V\u01b0\u1ee3t ra ngo\u00e0i nh\u1eefng \u0111i\u1ec1u hi\u1ec3n nhi\u00ean:<\/strong> T\u00ecm ki\u1ebfm c\u00e1c c\u01a1 h\u1ed9i \u0111\u1ec3 \u0111\u1ed5i m\u1edbi trong nh\u1eefng l\u0129nh v\u1ef1c kh\u00f4ng d\u1ec5 nh\u1eadn th\u1ea5y ngay l\u1eadp t\u1ee9c.<\/li>\n<li><strong>Ki\u1ec3m tra c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi ngo\u00e0i th\u1ef1c t\u1ebf:<\/strong> Nh\u1eadn ph\u1ea3n h\u1ed3i t\u1eeb th\u1ebf gi\u1edbi th\u1ef1c v\u1ec1 c\u00e1c \u00fd t\u01b0\u1edfng c\u1ee7a b\u1ea1n b\u1eb1ng c\u00e1ch th\u1eed nghi\u1ec7m ch\u00fang v\u1edbi nh\u1eefng ng\u01b0\u1eddi d\u00f9ng ti\u1ec1m n\u0103ng.<\/li>\n<li><strong>\u0110\u1ea7u t\u01b0 v\u00e0o c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o nh\u1eadn ra t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c t\u00ednh to\u00e1n r\u1ee7i ro:<\/strong> \u0110\u1ed5i m\u1edbi \u0111\u00f2i h\u1ecfi ph\u1ea3i s\u1eb5n s\u00e0ng ch\u1ea5p nh\u1eadn r\u1ee7i ro, v\u00ec v\u1eady \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u00f3 nh\u1eefng nh\u00e0 l\u00e3nh \u0111\u1ea1o hi\u1ec3u v\u00e0 h\u1ed7 tr\u1ee3 \u0111i\u1ec1u n\u00e0y.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Vai tr\u00f2 c\u1ee7a c\u00e1c nh\u00f3m t\u1eadp trung trong \u0111\u1ed5i m\u1edbi<\/h2>\n\n<p>Zaccai nh\u1ea5n m\u1ea1nh r\u1eb1ng c\u00e1c nh\u00f3m t\u1eadp trung kh\u00f4ng ho\u00e0n to\u00e0n v\u00f4 d\u1ee5ng. Ch\u00fang c\u00f3 th\u1ec3 c\u00f3 gi\u00e1 tr\u1ecb trong vi\u1ec7c tinh ch\u1ec9nh c\u00e1c \u00fd t\u01b0\u1edfng v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c c\u1ea3i ti\u1ebfn gia t\u0103ng trong ng\u1eafn h\u1ea1n. Tuy nhi\u00ean, khi n\u00f3i \u0111\u1ebfn s\u1ef1 \u0111\u1ed5i m\u1edbi th\u1ef1c s\u1ef1, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i xem x\u00e9t v\u01b0\u1ee3t ra ngo\u00e0i c\u00e1c nh\u00f3m t\u1eadp trung v\u00e0 \u00e1p d\u1ee5ng m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn c\u1edfi m\u1edf h\u01a1n.<\/p>\n\n<h2 class=\"wp-block-heading\">\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a nh\u1eefng \u0111\u1ed5i m\u1edbi mang t\u00ednh c\u00e1ch m\u1ea1ng<\/h2>\n\n<p>Nh\u1eefng \u0111\u1ed5i m\u1edbi th\u1ef1c s\u1ef1 mang t\u00ednh c\u00e1ch m\u1ea1ng th\u01b0\u1eddng c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m sau:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>\u0110\u00e1p \u1ee9ng c\u00e1c nhu c\u1ea7u ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng m\u00e0 m\u1ecdi ng\u01b0\u1eddi th\u1eadm ch\u00ed kh\u00f4ng nh\u1eadn ra r\u1eb1ng h\u1ecd c\u00f3.<\/li>\n<li>T\u1ea1o ra s\u1ef1 thay \u0111\u1ed5i th\u1ef1c s\u1ef1 trong cu\u1ed9c s\u1ed1ng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi.<\/li>\n<li>\u0110\u1ecbnh ngh\u0129a l\u1ea1i tr\u1ea3i nghi\u1ec7m, thay v\u00ec ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 c\u1ea3i ti\u1ebfn tr\u00ean tr\u1ea3i nghi\u1ec7m hi\u1ec7n c\u00f3.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">V\u00ed d\u1ee5 v\u1ec1 nh\u1eefng \u0111\u1ed5i m\u1edbi mang t\u00ednh c\u00e1ch m\u1ea1ng<\/h2>\n\n<p>M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 nh\u1eefng \u0111\u1ed5i m\u1edbi mang t\u00ednh c\u00e1ch m\u1ea1ng bao g\u1ed3m:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Swiffer, s\u1ea3n ph\u1ea9m \u0111\u00e3 thay \u0111\u1ed5i c\u00e1ch m\u1ecdi ng\u01b0\u1eddi lau s\u00e0n.<\/li>\n<li>Reebok Pump, s\u1ea3n ph\u1ea9m \u0111\u00e3 gi\u1edbi thi\u1ec7u m\u1ed9t c\u1ea5p \u0111\u1ed9 t\u00f9y ch\u1ec9nh m\u1edbi cho gi\u00e0y b\u00f3ng r\u1ed5.<\/li>\n<li>Gh\u1ebf Aeron, s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00e1ch m\u1ea1ng h\u00f3a gh\u1ebf ng\u1ed3i v\u0103n ph\u00f2ng.<\/li>\n<\/ul>\n\n<p>T\u1ea5t c\u1ea3 nh\u1eefng c\u1ea3i ti\u1ebfn n\u00e0y \u0111\u1ec1u v\u1ea5p ph\u1ea3i s\u1ef1 ho\u00e0i nghi ban \u0111\u1ea7u, nh\u01b0ng cu\u1ed1i c\u00f9ng ch\u00fang \u0111\u00e3 thay \u0111\u1ed5i c\u00e1ch m\u1ecdi ng\u01b0\u1eddi s\u1ed1ng v\u00e0 l\u00e0m vi\u1ec7c.<\/p>\n\n<h2 class=\"wp-block-heading\">K\u1ebft lu\u1eadn<\/h2>\n\n<p>M\u1eb7c d\u00f9 c\u00e1c nh\u00f3m t\u1eadp trung c\u00f3 th\u1ec3 h\u1eefu \u00edch cho m\u1ed9t s\u1ed1 m\u1ee5c \u0111\u00edch nh\u1ea5t \u0111\u1ecbnh, nh\u01b0ng ch\u00fang kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o. \u0110\u1ec3 th\u00fac \u0111\u1ea9y v\u0103n h\u00f3a \u0111\u1ed5i m\u1edbi, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i \u00e1p d\u1ee5ng c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn thay th\u1ebf, \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o \u1ee7ng h\u1ed9 vi\u1ec7c t\u00ednh to\u00e1n r\u1ee7i ro v\u00e0 t\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u1ef1c s\u1ef1 c\u00e1ch m\u1ea1ng h\u00f3a tr\u1ea3i nghi\u1ec7m.<\/p>","protected":false},"excerpt":{"rendered":"<p>T\u1ea1i sao c\u00e1c nh\u00f3m t\u1eadp trung c\u00f3 th\u1ec3 h\u1ee7y ho\u1ea1i nh\u1eefng \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi c\u1ee7a b\u1ea1n Ngh\u1ecbch l\u00fd \u0111\u1ed5i m\u1edbi Khi n\u00f3i \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra nh\u1eefng \u00fd t\u01b0\u1edfng&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4565],"tags":[4564,37,4562,4563,517],"class_list":["post-2185","post","type-post","status-publish","format-standard","hentry","category-innovation-and-creativity","tag-entrepreneurship","tag-innovation","tag-focus-groups","tag-product-development","tag-creativity"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/posts\/2185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/comments?post=2185"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/posts\/2185\/revisions"}],"predecessor-version":[{"id":2186,"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/posts\/2185\/revisions\/2186"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/media?parent=2185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/categories?post=2185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/vi\/wp-json\/wp\/v2\/tags?post=2185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}