Market research is like a crystal ball, only better. It not only tells you where you should go, it helps you evaluate the consequences of where you’ve been. It brings an objective insight to the table. It helps you see exactly how your market perceives you, your product, your company, your organization, your candidate or even your philosophy. It gives you valuable knowledge that can help you intelligently plan how to achieve future objectives. Of all the methods of market research available today, focus group testing is perhaps the most personal and affordable. It allows you, through an impartial panel of individuals, to see yourself through another person’s eyes. And it brings sometimes surprising opinions and attitudes to the fore that can guide you to making the right decisions—decisions that can greatly impact your future success.