- Don’t rush the research process – the stakes are high and the risks too great.
- Set clear benchmarks for success – and stick to them irrespective of the results.
- New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
- Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design. Continue reading
Years ago, the naysayers began to predict, “THE DEATH OF THE FOCUS GROUP”. I remember thinking – ‘what if they’re right?’. After all, who knew what the sexy new world of on-line research had in store for what was increasingly being seen as an outdated methodology – one started in the 60’s to support the creative musings of Madison Avenue Ad Men.
I’ve noticed that this dire prophecy has resurfaced of late and I can’t help but think that it’s all just a big misunderstanding.
Focus Groups aren’t perfect – there, I’ve said it – but the fact is, no one method can be all things to all people. Through focus group fatigue, method bias, inexperience or unreasonable expectations, I wonder if we’ve lost sight of what was once prized and admired about Focus Groups. Continue reading