If focus groups were infallible every candidate would be a winner, every movie would be a blockbuster, every toothpaste would be recommended by 9 out of 10 dentists. Dilbert creator Scott Adams described focus groupers as people thrilled that somebody asked their opinion and gave them a free lunch at the same time. “There are actually some people who admitted in focus groups that they would sometimes taste soap,” he wrote.
Yet the mythology of focus group infallibility persists due in no small part to the claims of pollsters paid to conduct them, which brings us to The Big Blue Machine, J. Patrick Boyer’s account of “how Tory campaign backrooms changed Canadian politics forever.” Boyer is a former two-term Progressive Conservative MP for Etobicoke-Lakeshore. He is also an honest correspondent and skillful writer. The subtext to Big Blue Machine is failure. Boyer admits as much.



