Friday, June 27, 2008

The Pitfalls of Focus Groups

...clearly there's a right time and a wrong time for a hug. Judging by the look on the face of the busdriver I'll assume his vote goes in the "wrong time" column.

***

We all love democracy but it clearly doesn't work in all situations. Occasionally the "one man, one vote" approach leads us into situations that should be avoided and would have been in a situation where one reasonable party simply made an executive decision. Case in point a recent focus group utilized by the good folks at Anheuser-Busch to help them come up with a new product. Here's an excerpt of what occurred:


Moderator: "Thanks everyone for helping us come up with a great new addition to our lineup. We'll just go around the table and each of you can tell me what you would like in a new product. We'll start with you (points to first participant)."


Person #1: "Well I'm a pretty normal guy so I'd just like a beer, maybe something not too heavy for the summer".


Person #2: "I'm not much of a beer drinker but I still like the odd drink. Maybe something with a bit of fruit. Did I mention I'm a 16 year-old girl?".


Person #3: "I like to go on vacations and then brag to people about how much better things are wherever I was than at home even if its not true. Can we somehow incorporate an exotic location so I can use the product to remind everyone where I've been? While you're at it, can you bring back Tahiti Treat?"


Person #4: "I'm morbidly obese but don't want to make any real changes to my lifestyle. Surely there's a drink that will trick me into thinking its good for me even though there's no chance it is. These donuts are carb-free right?"


Person #5: "I have a pee fetish. Anything you can do to play to my palette would be appreciated."


Person #6: "Having been at sea for several moons I've got a touch o' the scurvy. This ol' sea dog's fightin' a bit o' the vitamin C deficiency."


Moderator: "Thanks everyone for your input. I think we have a way to make all of you happy".


...and this is how we ended up with this:


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