Here's the article, "The New Focus Group: The Collective ".
The point is that simplistic Return on Investment misses the point. The point is that marketing models aren't simple linear relationships between promotional dollars and sales.
I was all excited about the value of innovation and the source of innovation .
The article was about small focus groups and avoiding the paralysis of analysis. Good advice. A little too cute with the play on "ROI", but still of some value.