Monday, March 17, 2008

2007 Hatch Awards - Opening Video

For anybody that puts their ads into focus groups....

2 comments:

Jeffrey Drake said...

Obviously, the moderator did not prep the group well. They seemed confused about the medium they were watching (storyboard), and clearly did not know how to translate what they were watching into a vision for the spot. The demo seemed also to be way off from Apples's target for that spot. Focusd groups can be very insightful and directional - only if the research firm and the moderator knows what they are doing. In this case, it seems they did not have a clue. In any case, focus groups are not effective forums for creatiuve "critique", but better for gauging message strategy and creative platforms and positionings. Thanks for posting - interesting to watch.

Paul. said...

thanks Jeffrey for adding your insight here. I agree with all your points, especially the critique of creative. Suspect this was set up to fail - to highlight flaws in focus groups or warn of their limitations.