The opinions of focus groups on advertising often determine which commercials get produced. They have, however, come under fire, to the point where a recent Newsweek article argued that focus groups are 'slowly losing cachet.' The reason is often that agencies present, in either a pitch or a major creative presentation, an excerpt reel of awe-struck focus group respondents giving two thumbs up to the agency's favoured idea, and they continue be opportunistic in their use of the groups' findings? Arguments against using groups to evaluate, rather than explore, creative ideas will be given a far better hearing if negative and positive outcomes are treated with equal scepticism.
After Years of Evaluating Creative, Focus Groups may have
outlived their Usefulness
Justin
Holloway
They often decide the endings of the movies we watch, or
influence which shows make it to Broadway. Whether a President prefers to split
semantic hairs on TV rather than come clean hangs, apparently, on their
feedback. And their opinions on advertising often determine which commercials
get produced.
'They' are focus groups, and today they sit at the apex of their power,
casting their pall not just across marketing circles, but over society at large.
But lately, focus groups have come under fire, to the point...