The focus group has become essential in how companies and politicians market their products and policies, influencing everything from salad dressing to health care legislation. This first popular survey of the topic reveals its surprising origins in early-twentieth century European socialism and its evolution through the advertising boom of Madison Avenue. Liza Featherstone examines notable failures of the method, including the infamous launch of the Ford Edsel and the backlash against a new Coca Cola flavor, which sparked protests from loyalists of the original formula. As elites grew more disconnected from the public, they increasingly relied on focus groups to gauge opinions for votes and sales. In a society where many feel powerless, focus groups provide the illusion that ordinary voices matter. However, this dynamic creates a paradox: while people are heard more than ever, their actual influence diminishes. Today, with social media acting as a constant "focus group," the disparity is stark—only a select few can truly shape policy. Featherstone's exploration raises profound questions about the intersection of democracy and consumer culture, highlighting the complexities of public opinion in a modern context.
