The Collective Is The Focus Group
We’ve been thinking about the current economic climate and the pressure, not to mention scrutiny digital (if not all) initiatives are currently under. Digital by definition is highly measurable, which can increase the focus of ROI (return on investment) for project before it ever gets off the ground. The challenge however is that there is so much to learn from initiatives that launch—insights can be applied directly to that project, or indirectly to something else. In addition to launching our own initiatives as organizations, we realize that companies may not see the advantages they can have simply by listening and potentially participating in what we like to think of as “The Collective”. Every day, millions of people are talking about what they care about, and your products and services are most likely part of that story. Download our POV
on “The Collective Is The Focus Group” and let us know what you think about what we have to say about tapping the collective for insights. Is this something that can yield a real return? You can also see a version of this article on BusinessWeek.
The Collective Is The Focus Group
Last 5 posts by David Armano
- Highlights From Marketing 2.0, Paris – April 5th, 2009
- Friendship Isn’t Dead: The Strenghtening of Loose Ties. – March 19th, 2009
- Skittlemania Disrupts The Web (For A Day) – March 3rd, 2009
- Re-Thinking The Focus Group: Tropicana Design Flops – February 25th, 2009
- NBA All Star 09 – February 12th, 2009
Great article and series of thoughts here. Thank you so much for your thinking.
I am also perplexed by this issue and am also thinking of ways to enhance my agency, and our strategic and creative product, by developing way to track – exposure: ROEX emotional: ROEMO, awareness: ROA, experience: ROX, relevance: ROR, and maybe the most important to me – entertainment – ROEE??
I don’t believe it is possible to just lump it all together anymore. Especially in a lab setting. Each connection attribute listed above (any there are many more) are all very important and connect to users/consumers in different ways. Each means different things to the brand at different stages of the brands life. Each need to be evaluated and evolved based on the needs of the consumer today, not two days ago, but today. You can only accomplish this with real world and real time insights.
If we could use the idea for your model to create an advanced ethnographic model of evaluation for return on brand attributes leveraging real world, real time insights from real events, actions and behaviors. We could rule the world, or, maybe help a few clients connect with their prospective consumer in a relevant and entertaining way.
Thanks again.
Brett
I agree – good article and food for thought. In your intro you write “digital by definition is highly measurable”, and certainly it leaves shotgun-approach old media like TV and print for dead – but what are we measuring from a qualitative angle? hits/interactions/engagements – but what did they mean to the end user? How will they now respond?
I’m in the experiential marketing world (which is often accused of being hard to measure) – yet my target audience is right there in front of me and my clients. We can see their eyes, hear their comments, watch their body language and ask them in person how they feel about a brand or program. And that applies whether there’s 100 or 2,000 of them. It doesn’t get more measurable than that. Another thought.
Best regards,
Grant
[...] The Collective Is The Focus Group at Experience Matters – var addthis_pub = ‘alexhorstmann’; var addthis_language = ‘en’;var addthis_options = ‘email, favorites, digg, delicious, twitter, google, facebook, reddit, live, more’; [...]
halloween costumes…
kinda makes you wonder….