If you've ever been in a focus group, sitting around a table discussing diapers or deodorant or a new drink with a few other women, you probably noticed a big wall of mirrors.This week, I'm behind the mirrors.
If you're not in marketing or married to a marketer, sign yourself up with a research facility. You can share your opinions and get paid enough money for a new pair of shoes (how about these?). It's easy and fun, particularly if you're the opinionated type. If, on the other hand, you are in advertising, you might recognize my Top 5 Truths About Focus Groups.
1. Every group has a hater, a real Negative Nelly.
2. Someone in the room is an aspiring creative, someone who volunteers to re-write or art direct your material.
3. Sitting in the dark, eating M&Ms, Goldfish and pretzels all day does not make you feel good.
4. Eating junk food in the dark while listening to a live-translation of Spanish-language focus groups sucks.
5. You will thank the Lord for wi-fi.
2 comments:
And you forgot the best one...there is always someone in the group who didn't really qualify. They lied to get in and then look like a dumb ass.
You're so right, Enna. There was a woman who, according to her screening profile, was 49 years old. She didn't look a day over 20 and described herself as a college junior.
After a little investigation, we found out mom sent her daughter, who carried her mom's ID and forged her name.
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