I think there is a problem with the premise of this text. First of all, focus group (FG) isn´t a magical way to transform customers into designer, advertisers and R&amp;D professionals. The problem came from the wrong use of the methodology. Consumers invited to focus groups must be listened about their experience – good or bad – with products and services. Researchers must ask consumers to tell what is going right or wrong, but not ask for solutions and specific responses to marketing, advertising and R&amp;D problems. This is a task for the specialized folks.