The challenge The focus group stands as one of the most humanizing forms of research, and its approach has remained relatively unchanged for the last 20 years. However, can focus groups work harder? One could argue that it is difficult to innovate on a classic, or indeed, that a classic should not be messed with at all. But innovation and crafty creative twists are what inspire and encourage deeper learning. FocusVision and Greenberg Strategy joined forces to launch a different qualitative approach: Double Take. The solution This particular Double Take study explored attitudes, motivations, fears and perspectives among different generations of IT decision makers. As Millennials continue to fill leadership roles previously held by Baby Boomers, the technology industry must gain a

Join for free to read