Another nail in the coffin of focus groups

Catching up on my reading from an August issue of BusinessWeek...

As any of you in clothing retailing know, Gap has had a few problems. They have hired a new design head, Patrick Robinson, a bit removed from their norm: he has worked for Anne Klein, Armani, Perry Ellis and others, none of which you'd compare to Gap.

He started with a few simple ideas, and you can tell he's not your classic MBA marketing guy. "For several years, Gap ... relied heavily on focus groups and spent little time in the stores. ... Says Robinson of a meeting with store managers. "They are the only people who don't have a motive except to sell product. I've said to every designer, 'Get into the stores and talk to the sales people.' "

What a concept! Actually talk to the front line, maybe even customers.

How many marketing people really are committed to getting their butts out of their comfy chairs and into the market. Talk to the customers. Find out what's really going on. It may save your butt, and your comfy chair will last longer.