When soliciting feedback on a product and its value messages, focus groups will do the job.

However, if you want ruthless real-life feedback, listen to your customers. And MAKE SURE you have a mechanism set up to channel the feedback to the core team. 

Focus group participants will certainly put in the effort to give you the feedback. But really, it’s not their problem. In contrast, it IS the customers’ problem because they’ll be paying for your product.

When someone else’s problem suddenly becomes our own, we become alert.