Monday, May 29, 2006

Insights Through a One-Way Mirror

Over the course of my career, I’ve had the chance to watch a few focus groups behind that one-way mirror and have viewed the tapes of a few more.

Most of the time, however, my access to focus group research comes in the form of a highly distilled summary, usually a PowerPoint presentation. The many hours of discussion on attitudes, perceptions, and reactions to ideas are all boiled down into a few bullet points.

While some access to data is usually better than no access at all, this becomes extremely frustrating.

For example, a bullet point for a focus group on a new insurance plan might read: “Participants preferred convenience over savings.”

For a brief high-level presentation that summarizes an extensive discussion into just five words, this may be appropriate. But for those who rely on focus group data for creative ideas, it lacks the context and background to put the information into the proper perspective.

First, I wonder how the subject was raised.

Perhaps participants were asked the question point blank. Maybe they were asked to rank potential benefits with only an abstract idea of what “convenience” and “savings” really mean. Or they could have been presented with concept boards with detailed messaging on convenience and savings. If so, what did those concepts look like?

And I’m left to speculate on how participants phrased their answers.

Was the “preferred convenience over savings” conclusion the result of near unanimity? Or was there some dissent – with some who actually preferred savings over convenience? And were those who preferred convenience over savings adamant about it – or was there some ambivalence?

There are many ways any single participant could have expressed such a view. For example:

“I certainly like to save money, but if it doesn’t cost me too much more, I’d rather have the convenience.”

“It’s hard to choose, but if I have to pick one, I’d go with convenience.”

“Dammit, screw the savings! I want convenience!”

What’s more, communication researchers know that non-verbal communication provides additional meaningful cues. Demeanor, facial expression, and posture all offer insights into what participants are really thinking.

Seeing live focus groups or reviewing the video footage is the only way to get the best possible understanding of the research.

Of course I know full well why copywriters generally don’t get access to this information. Holding four two-hour focus groups results in eight hours of video. And clients don’t tend to want to pay for a few creative people to spend a whole day watching TV.

Yet, if you are going to spend many thousands of dollars holding a set of focus groups, you have a good reason to do so – to improve your understanding of your audience and how they think. And that’s exactly what creative people need to develop compelling concepts, copy, and design.

So don’t hold back. Deep inside that focus group video may lie the nugget for that next big idea that truly connects with your target audience.

Posted by Richard Bloch

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