O'Reilly logo

The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 44. It’s a long walk from the focus group room to the cash register

Focus groups are ubiquitous—a relatively easy, inexpensive, and quick way to take the pulse of the consumer. Brand managers and agency staff lounge in a darkened room, behind a two-way mirror, enjoying soft drinks, finger sandwiches, and M&Ms while 8–10 consumers critique their work. Focus groups evaluate new product ideas, advertising storyboards, package designs, and promotional programs.

“If you saw this jalapeno-flavored milk mix at your store, would you be interested in trying it?” asks the moderator.

“Yes, I might try it out,” responds one participant.

“It seems interesting,” replies another.

“If I had a coupon, I might consider it,” adds a third participant.

“It certainly ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required