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What do you think about focus groups?

file000318365927What do you think about focus groups? I think, that the focus groups are the death of creativity. They don’t work if you want to find out the value of a creative idea or concept.

And “that’s all folks” – nowadays it’s just a kind of “image effect”, when it comes to checking creative concepts with focus groups.

It’s good to let the good ideas live and not “focus grouped” them to death.

Here is a video, illustrating how focus groups could kill a really remarkable commercial, if the client trusted them and not the agency’s creative team.  This is a real video with focus groups and no actors were used.

And here is the “1984” Apple Macintosh Commercial.


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