Rewatching The Thick of It episode with the focus group of one (“How did it play with the focus groups?” “She loved it”… “Why did you say ‘she’?!”) - and the thing that most sticks out is Ollie saying ‘94% [of the focus groups] approve or strongly approve [of the policy]’: which feels a *worse* misuse of #FocusGroups…

(#QualResearch #AudienceResearch)