![]() One much-lauded advantage of the focus group is group discussion. Group discussion produces data and insights that would be less accessible without interaction found in a group setting-listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants. According to a New York Times article in 1998, he “was the first to coin the term focus group and to stress the importance of image and persuasion in advertising”. Dichter is also interestingly credited with originating the Exxon slogan: “Put a Tiger In Your Tank” ![]() Ideas he established were a significant influence on the practices of the advertising industry in the twentieth century. The term itself was coined by psychologist and marketing expert Ernest Dichter.ĭichter pioneered the application of Freudian psychoanalytic concepts and techniques to business - in particular to the study of consumer behavior in the marketplace. The first focus groups were created at the Bureau of Applied Social Research in the USA, by associate director, sociologist Robert K. ![]() Questions are asked in an interactive group setting where participants are free to talk with other group members. A colleague of mine posted a video this morning on Facebook, asking the question: “What if Apple Followed Focus Groups?” looking at Apple’s seminal Orwellian “1984” commercial through the eyes of real focus group attendees, whose suggestions included: making the colour palette brighter, making people happier, including more animals and having the Apple logo appear sooner, none of which, thankfully, they did:Īs someone who works in innovation, ostensibly creating ideas that live and exist in the future tense, my colleagues and I are not a strong advocates of focus groups, but face the inevitable reality and disconnect that our clients often are. I decided it was time to face the enemy and look at the genesis of how the focus group came into existence and…to try to understand its merits.Ī focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. ![]()
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