Focus on the right group

 March 12, 2018

Marketing basics boiled down to memes.

Focus groups, if professionally organized and moderated, can be helpful. But, even then, there are pitfalls. The fact is, people do not know how or why they respond to advertising. They do not analyze the messages they encounter in real life—like they would when casually reading a magazine, watching a TV series, or surfing online.

Ask someone for an opinion about an advertisement and they’ll give you one. Having been asked, they’ll feel obligated to respond. Not only that, they’ll often pretend expertise in psychology, art direction, copywriting, design, film and video production.

Best not to go there.

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