Quote:
Originally Posted by Dadhawk
(Post 3161227)
This. GM even realized what a mistake it was by rushing the body colored option into production.
They really need to focus group some of this stuff more.
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I wholeheartedly disagree. I think focus groups produce some of the worst or most boring designs imaginable. They signal to your most visionary designers that you don't trust them to do what you hired them to do.
Put a dozen people in a room and show them pictures of your designs, then ask for their thoughts. Maybe they really don't have any strong opinions, but now that you've asked for them, they feel obligated to say
something. So they say vague, wishy-washy stuff about the design. Sometimes one girl will express an opinion, and several other people will glom onto her viewpoint so that they don't have to come up with their own. Someone else may disagree with her just to play the contrarian. Or maybe there's genuine disagreement. People will entrench in their opinions and express them more forcefully, not because they believe them, but because they're being encouraged to express themselves.
You take all this contradictory bullshit you gather back to your visionaries and say, "I know your design was really nice, but the focus group didn't like it. Change it to make it fit more with what The People want."
So your designer dumbs down the design. It's a snoozefest. But it's deemed safe, so it goes into production. It doesn't sell in the numbers you hoped, not even to the focus group members who said they wanted it.
You have to do something to sell more cars and justify your large management salary. So you blame the designer and call for more focus groups to steer your visionaries away from taking any design risks in the next version of the car.
GM makes some of the blandest, most boring designs of any manufacturers except maybe Toyota, mostly because they focus-group the hell out of everything until it's just generic. The one place where they don't do that is with the Corvette, with that team getting a much longer leash. Predictably, that's the one group producing something interesting.
Zora Arkus-Duntov wasn't beaten senseless by focus groups. Neither were Giovanni Michelotti or Brooks Stevens. Those guys were hired to deliver, and they did.
The way you get interesting cars is you hire very bright people on the basis of their vision, set them loose and take what they design to market. If it sells, you keep them around. If it doesn't sell, either they learn from it or you let them go. Auto manufacturers generally are too risk averse to do that today, and the visionaries get all their creativity beaten out of them.