conventional groups, pairs or triads. We try to hold at least one evening per project in a viewing facility. That means the client team can attend and get activily involved. There’s nothing quite like seeing it yourself.
Projects vary so much that there is no ‘one’ way that we conduct focus groups. For a client who wanted to look a lot of different advertising concepts, we might be quite ‘task-driven and direct the groups quite clearly. For another, looking perhaps at understanding the brand positioning of their channel, product or programme, we might employ projective and enabling techniques.
