Thursday, October 4, 2007
You've been there. You know you have.
This video is currently making the rounds on various advertising blogs. I got it on adfreak. It's a video that was shown at the Hatch Awards in Boston. It's a focus group test of the classic "1984" Apple commercial. Somehow, they found people who hadn't seen or heard of the thing and ran it past them.
It, um, didn't do well. And that's about 75% of what you need to know about focus-group testing creative.
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2 comments:
Focus groups can only tell you about the past. People can't tell you what they want in the future, because they don't know. That's the whole value of being able to think creatively on their behalf.
No one asked for an automobile, horses got everyone where they wanted to go just fine. No one asked for a telephone, writing or visiting worked just fine.
Inventiveness does not come out of the minds of the masses. It comes from creative individuals who have a purpose all their own. Marketing simply spreads the visionary elements to those who may agree.
Folks, say hello to my new favorite client.
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