Comments on: Do we still need the two-way mirror when we have tools like Twitter? http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter Marketing ideas for navigating a consumer driven world Sun, 20 May 2012 17:12:08 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: GariCruze http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-8859 GariCruze Thu, 01 Mar 2012 17:24:05 +0000 http://edwardboches.com/?p=444#comment-8859 With all the new scientific insights into how the brain works, well documented in books like "Everything Is Obvious (Once You Know the Answer)" by Duncan Watts, "Thinking, Fast & Slow" by Daniel Kahneman, and others, it seems like marketers have been deluding themselves into thinking that people can explain what they think and why they think that way.   The new science proves that our decision making lives mostly in our subconscious, and we simply can't explain how we feel, or why. We THINK we can put it into words, but we're simply creating reasons that may or may not be true, because after all, the focus group company asked us and we need to justify taking the $50 and snacks they gave us. We better say SOMETHING.   I'm a big believer that focus groups are almost completely useless, because they are situations in which you have people in totally unrealistic situations, being asked questions they've never thought about before, and asked to explain how they feel, on the spot. Combine all that with the fact that they're trying to explain something that lives mostly in their subconscious, and you've got a catastrophe of "insight."   It's no wonder so many products and campaigns that "test well" fail the majority of the time.   I agree with @edwardbochesthat a much better strategy is to listen to what people are already saying, unprompted by a focus group moderator. Social media is a fantastic resource to discover people's true feelings about brands and products. Is it perfect? Of course not. But it's a much more reliable way of gauging what's really inside people's heads and hearts. With all the new scientific insights into how the brain works, well documented in books like “Everything Is Obvious (Once You Know the Answer)” by Duncan Watts, “Thinking, Fast & Slow” by Daniel Kahneman, and others, it seems like marketers have been deluding themselves into thinking that people can explain what they think and why they think that way.
 
The new science proves that our decision making lives mostly in our subconscious, and we simply can’t explain how we feel, or why. We THINK we can put it into words, but we’re simply creating reasons that may or may not be true, because after all, the focus group company asked us and we need to justify taking the $50 and snacks they gave us. We better say SOMETHING.
 
I’m a big believer that focus groups are almost completely useless, because they are situations in which you have people in totally unrealistic situations, being asked questions they’ve never thought about before, and asked to explain how they feel, on the spot. Combine all that with the fact that they’re trying to explain something that lives mostly in their subconscious, and you’ve got a catastrophe of “insight.”
 
It’s no wonder so many products and campaigns that “test well” fail the majority of the time.
 
I agree with @edwardbochesthat a much better strategy is to listen to what people are already saying, unprompted by a focus group moderator. Social media is a fantastic resource to discover people’s true feelings about brands and products. Is it perfect? Of course not. But it’s a much more reliable way of gauging what’s really inside people’s heads and hearts.

]]> By: SeanTracey http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-8002 SeanTracey Thu, 21 Jul 2011 14:01:01 +0000 http://edwardboches.com/?p=444#comment-8002 I'm a CD that a few years back, urged by my producers and copywriting partner, started conducting my own qualitative focus groups (no glass wall) with customers and prospects of my clients. Being there in person with the customer, with the ability to show comps and comparison commercials, design ideas, positioning statement concepts, and probe "very real people" for their thoughts about the client's products and services is completely invaluable to me now. I couldn't imagine doing what we used to do—hire an outside research firm, unfamiliar with the client, their challenges, and possible creative solutions, to conduct the focus groups from the other side of the glass to do the qualitative stuff. And, although I think the use of Twitter, Tweetchat, and other tools may get one more peoples' input, and be great for more quantitative research, I wonder if (at this point in time) the customers you'll get thru SM are truly the regular joes and joannes that you may want to hear from (depending on your client's product and/or service)? Recently, I held focus groups for a hospital client (about to rebuild their web site) and was amazed at the large percentage of people who did not ever use the web to find out information about a hospital, find a physician, etc. This majority, I'm sure, would not be found or polled successfully via social media. I’m a CD that a few years back, urged by my producers and copywriting partner, started conducting my own qualitative focus groups (no glass wall) with customers and prospects of my clients. Being there in person with the customer, with the ability to show comps and comparison commercials, design ideas, positioning statement concepts, and probe “very real people” for their thoughts about the client’s products and services is completely invaluable to me now. I couldn’t imagine doing what we used to do—hire an outside research firm, unfamiliar with the client, their challenges, and possible creative solutions, to conduct the focus groups from the other side of the glass to do the qualitative stuff. And, although I think the use of Twitter, Tweetchat, and other tools may get one more peoples’ input, and be great for more quantitative research, I wonder if (at this point in time) the customers you’ll get thru SM are truly the regular joes and joannes that you may want to hear from (depending on your client’s product and/or service)? Recently, I held focus groups for a hospital client (about to rebuild their web site) and was amazed at the large percentage of people who did not ever use the web to find out information about a hospital, find a physician, etc. This majority, I’m sure, would not be found or polled successfully via social media.

]]> By: I don't talk to clients about social media anymore | Creativity_Unbound http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-2500 I don't talk to clients about social media anymore | Creativity_Unbound Mon, 16 Nov 2009 11:50:21 +0000 http://edwardboches.com/?p=444#comment-2500 [...] all know the artificiality of focus groups. You spend many thousands of dollars on travel and recruitment assuming that in return for $50.00 [...] [...] all know the artificiality of focus groups. You spend many thousands of dollars on travel and recruitment assuming that in return for $50.00 [...]

]]> By: Twitter Is Not A Focus Group | A Random Jog http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-2127 Twitter Is Not A Focus Group | A Random Jog Mon, 26 Oct 2009 04:02:56 +0000 http://edwardboches.com/?p=444#comment-2127 [...] how Twitter and social media is going to kill market research.  Here is an example from the Creativity Unbound blog: Yes we all want to get closer to our customers, know what they’re thinking, and unearth the [...] [...] how Twitter and social media is going to kill market research.  Here is an example from the Creativity Unbound blog: Yes we all want to get closer to our customers, know what they’re thinking, and unearth the [...]

]]> By: edward boches http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-1864 edward boches Fri, 02 Oct 2009 15:12:49 +0000 http://edwardboches.com/?p=444#comment-1864 Christy, We'll find out, won't we. As for the Groundswell numbers, they're already a few years old. I'm willing to bet that the numbers of creators and critics is much higher now. Look at things like Zingr; it's but one simple tool that makes it easier and easier to do. Christy,
We’ll find out, won’t we. As for the Groundswell numbers, they’re already a few years old. I’m willing to bet that the numbers of creators and critics is much higher now. Look at things like Zingr; it’s but one simple tool that makes it easier and easier to do.

]]> By: edward boches http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-1863 edward boches Fri, 02 Oct 2009 15:11:11 +0000 http://edwardboches.com/?p=444#comment-1863 Tom: Good points. And definitely face to face is good. But with all the new tools out there, why not use social to engage in more real time, ongoing ways. Look at Audi with its crowdsourcing e car project. Focus groups are about asking and listening, often with an artificial outcome: the search for perfect when there is none. SM is about asking and listening, too, but perhaps with deeper engagement. Tom:
Good points. And definitely face to face is good. But with all the new tools out there, why not use social to engage in more real time, ongoing ways. Look at Audi with its crowdsourcing e car project. Focus groups are about asking and listening, often with an artificial outcome: the search for perfect when there is none. SM is about asking and listening, too, but perhaps with deeper engagement.

]]> By: Christy Hiler http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-1862 Christy Hiler Fri, 02 Oct 2009 14:43:50 +0000 http://edwardboches.com/?p=444#comment-1862 I believe social media provides a great opportunity for businesses to get immediate and unfiltered feedback through brand monitoring (listening). A lot of great feedback is already out there, you just have to search for it and be willing to accept what you hear (I suggest wearing armor while searching - it can be brutal). Groundswell says that the online world is divided into categories of consumers - social technographics. Only the Creators and Critics will offer the feedback. But combined, they account for 43% of the online population. That is a nice specimen. 18% of online U.S. adults are Creators and 25% of online U.S. adults are Critics. The remainder of online population consists of Collectors, Joiners, Spectators and Inactives. All that said, the two way mirror continues to serve the brands that have yet to buy into the power of social media. The question is, will those brands survive? I believe social media provides a great opportunity for businesses to get immediate and unfiltered feedback through brand monitoring (listening). A lot of great feedback is already out there, you just have to search for it and be willing to accept what you hear (I suggest wearing armor while searching – it can be brutal).

Groundswell says that the online world is divided into categories of consumers – social technographics. Only the Creators and Critics will offer the feedback. But combined, they account for 43% of the online population. That is a nice specimen. 18% of online U.S. adults are Creators and 25% of online U.S. adults are Critics. The remainder of online population consists of Collectors, Joiners, Spectators and Inactives.

All that said, the two way mirror continues to serve the brands that have yet to buy into the power of social media. The question is, will those brands survive?

]]> By: Tom Jeffrey http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-1860 Tom Jeffrey Fri, 02 Oct 2009 02:12:10 +0000 http://edwardboches.com/?p=444#comment-1860 No doubt twitter and social media are great for capturing up-to-the-second information. On the flip side, sometimes there's nothing better than face to face talks with real people, where you can ask them to elaborate on their thoughts. Hyundai's "Assurance" program was the result of focus groups and it helped them become one of two car companies to stay in the black over the past year. Knowing that, it's hard to completely abandon them. No doubt twitter and social media are great for capturing up-to-the-second information. On the flip side, sometimes there’s nothing better than face to face talks with real people, where you can ask them to elaborate on their thoughts. Hyundai’s “Assurance” program was the result of focus groups and it helped them become one of two car companies to stay in the black over the past year. Knowing that, it’s hard to completely abandon them.

]]> By: Ad Agencies: Are focus groups dead? « FUEL LINES Fueling Ad Agency New Business Through Social Media http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-1844 Ad Agencies: Are focus groups dead? « FUEL LINES Fueling Ad Agency New Business Through Social Media Thu, 01 Oct 2009 11:28:27 +0000 http://edwardboches.com/?p=444#comment-1844 [...] I would encourage you to read his entire article, “Do we still need the two-way mirror when we have tools like Twitter? [...] [...] I would encourage you to read his entire article, “Do we still need the two-way mirror when we have tools like Twitter? [...]

]]> By: Twitter Trackbacks for Are focus groups dead? | Creativity_Unbound [edwardboches.com] on Topsy.com http://edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter/comment-page-1#comment-1263 Twitter Trackbacks for Are focus groups dead? | Creativity_Unbound [edwardboches.com] on Topsy.com Sun, 30 Aug 2009 20:17:16 +0000 http://edwardboches.com/?p=444#comment-1263 [...] Are focus groups dead? | Creativity_Unbound edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter – view page – cached Do we still need focus groups when we have tools like social media and twitter. There are for more efficient ways for brands to stay close to their customers. Focus groups are dead. Twitter, Ning, Communispace are the new tools. — From the page [...] [...] Are focus groups dead? | Creativity_Unbound edwardboches.com/do-we-still-need-the-two-way-mirror-when-we-have-tools-like-twitter – view page – cached Do we still need focus groups when we have tools like social media and twitter. There are for more efficient ways for brands to stay close to their customers. Focus groups are dead. Twitter, Ning, Communispace are the new tools. — From the page [...]

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