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The Boston Globe


Sports media

WEEI convenes focus group of Sport Hub listeners

The ultimate value of focus groups depends somewhat on how definitively the solicitor regards the results. But we don’t need to look far for situations in which the conclusions did not justify the investment in time and money.

Consider, as documented in Terry Francona and Dan Shaughnessy’s new book “Francona: The Red Sox Years,’’ the buzzy revelation that the Red Sox spent $100,000 in 2010 to convene a focus group to gauge the desires of viewers. After the information was studied, the Red Sox reacted to the thin conclusion that more star power was needed in part by shelling out $142 million to make Carl Crawford NESN’s new prime-time idol.

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