There was a recent article in BBC news with the product designer for the iPhone (among other items), Mr. Jonathan Ive.

http://www.bbc.co.uk/blogs/technology/2009/07/listening_to_mr_iphone.html

So how did the company decide what customers wanted - surely by using focus groups? "We don't do focus groups," he said firmly, explaining that they resulted in bland products designed not to offend anyone.

After having worked in an Agency for over a decade I can say that I agree strongly with the above statement. Please don't misquote me, there are some very good reasons to use a focus group when refining some particular web application but for innovative web design they will hold you back.

The reason is that users often don't know what it is that they're missing. You are much better off sitting in a room with a few experts or key stakeholders and hashing out the details. I have found that the most researched websites often are the most boring, the safest...there is no bite, no memory to remember the brand by, no area for the brand to distinguish themselves. I am never convinced that groups of people make the best decisions (see Germany WWII or any set of shareholders trying to get more dollars out of their stock).

I'm here to offend, I'm thinking about breaking the rules...true design breaks common assumptions.

Leave the focus groups behind please.