when great ads (sometimes) get killed by focus groups
Produced for the New England 2007 Hatch Awards by Arnold, this is a sobering example of why the average focus group stuck in a meeting room and forced to watch an animatic don’t necessarily produce the kind of feedback that leads to great creative.
In fact, there’s a whole other rant here bemoaning the demise of holding groups in recruiter’s homes. I think its something to do with insurance, but certainly round my way its come to an end.
Which is a real shame because the best, most honest groups I’ve moderated or observed have come from a group of women (who might even, shock horror, have met each other before) cosied up in someone’s living room with cups of tea and biscuits chatting about Life – rather than a group of strangers holed up in a meeting room with a flip chart.