Comments on: The Collective Is The Focus Group http://experiencematters.criticalmass.com/2009/01/08/the-collective-is-the-focus-group/ great customer experiences and what it takes to pull them off Wed, 06 Apr 2011 13:02:52 +0000 hourly 1 http://wordpress.org/?v=3.1 By: halloween costumes http://experiencematters.criticalmass.com/2009/01/08/the-collective-is-the-focus-group/#comment-1000 halloween costumes Sun, 11 Oct 2009 04:48:39 +0000 http://experiencematters.criticalmass.com/?p=420#comment-1000 <strong>halloween costumes...</strong> kinda makes you wonder.... halloween costumes…

kinda makes you wonder….

]]> By: Bookmarks for January 9th to January 11th | BlobFisk.com http://experiencematters.criticalmass.com/2009/01/08/the-collective-is-the-focus-group/#comment-999 Bookmarks for January 9th to January 11th | BlobFisk.com Sun, 11 Jan 2009 17:55:06 +0000 http://experiencematters.criticalmass.com/?p=420#comment-999 [...] 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'; [...] [...] 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’; [...]

]]> By: Grant http://experiencematters.criticalmass.com/2009/01/08/the-collective-is-the-focus-group/#comment-998 Grant Fri, 09 Jan 2009 04:56:29 +0000 http://experiencematters.criticalmass.com/?p=420#comment-998 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 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

]]> By: brett http://experiencematters.criticalmass.com/2009/01/08/the-collective-is-the-focus-group/#comment-997 brett Thu, 08 Jan 2009 23:56:19 +0000 http://experiencematters.criticalmass.com/?p=420#comment-997 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 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

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