From their early uses in war propaganda to their ubiquity in Hillary Clinton’s campaign, focus groups have been a tool for elites to glean the sentiments of the masses without ceding any power to them.

Liza Featherstone’s new book Divining Desire: Focus Groups and the Culture of Consultation takes a critical look at the history and methodology of focus groups and their place in political and cultural life. In this interview with Kate Wagner, Featherstone explains how, whether in politics or in advertising, listening and empowering are two different things.