The Truth About Creating Brands People Love

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 ...