The Focus Group Show

Last month I went to a focus group; it was the first time I have been a subject instead of an observer on the other side of the glass. I have declined these before but this time it was an open evening and it looked as though it was sponsored by a product that I have this love-hate relationship with.

It was held at a university marketing lab and was attended by a mix including new users, skeptics, and raving fans. For a 6 PM event I expected more than soda and popcorn, but this is the ‘new’ economy and they were giving attendees $100.

Great Questioner

The facilitator leading the questioning was both skilled and impressive. He was upbeat, quick, and understood the need to get answers from everyone. Wish I would have had him lead some of my groups.

The facility was big-money with the long list of corporate sponsors prominently displayed and the latest in electronics. I am continually surprised at the level of capital investment in college facilities… on second thought not so surprised given the size of my son’s tuition bill.

The questions and responses were pretty typical. There were too many questions for the time allowed so sometimes only two or three in the group answered any one question. After having used, studied, and written reviews on the product, not much was unexpected. They started a little late and ended a little early and that was all ok. Then the bomb.

They Blew It After It Ended

We were leaving the room when a marketing exec from the sponsoring company came into the room and talked ‘at’ us. Perhaps after two hours of listening to the group, they were frustrated and felt the need to defend the company and product. This person was in output-mode making it clear that they did not want to listen anymore.

My eye contact with one other participant shared a ‘what is this?’ Talking over and down to the participants, not listening, acting superior… not in anyone’s marketing playbook. Not coming into the room would have been a better choice.

The Idea

Get your information, make the participants feel special, provide some good-will, encourage your user-sponsors, and leave.

If you are angry with the participants or have a list of rebuttals that you have to make, send a more calm and empathetic peer into the room.

Business is tough, competition is fierce. Take every opportunity you have to make a great impression with your customers but especially listen well and don’t ever talk down to them no matter how frustrating the focus group may have been.

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