High Ho, High Ho it’s off to focus groups we go.
No, we’re not saying that every focus group is going to tell us the truth but we have become pretty adept at getting the real meaning out of them.
Dan Ogilvy often said, “test, test and retest and then test again!” Well, he also said, “What you say in advertising is more important than how you say it!” Learning the difference between the two is often a lifelong pursuit, one which we have saddled ourselves with and we’re still riding.
Understanding the true relationship with consumers and brands is a fine art that is a culmination of many things that make up the visual and audio impact we hope to have on them. Developing and maintaining that relationship is a difficult task considering the demo and the marketing channels are constantly in flux. An ever-changing, ever-morphing beast of an environment that agencies have to remain in tune with in order to retain a true connection with consumers and how they react to marketing and advertising.