Focus groups don't produce great products, write a trio of Booz & Company analysts, and often the products they do produce are destined to fail because they no longer resemble the original great idea. Instead, they suggest companies practice "in-market innovation," by launching a wide variety of products with little or no testing and then just letting consumers decide what sinks and what floats. Letting the buying public decide allows a company to slash its research budget and increase speed to market, a combination of factors that help compensate for the cost of additional launches.

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