All focus groups are not the same. The difference is who is moderating and how they are recruited.
“Phil is simply the best moderator
I have ever seen.”
- Chris Kampf,
Senior VP Group Account Director,
Hill Holliday
Phocus groups are explosive conversations with Phil Balducci engaging and baiting respondents in order to garner more than expected answers. The idea is to get below the surface using a variety of projective and “gaming” techniques in order to understand true consumer motivations and interpretations. This leads to a much more open and enjoyable experience for group participants and assures that the research objectives are thoroughly met.
Phocus groups are not for timid clients and creative directors who want research to “rubber stamp” their ideas. Phocus groups go exploring to get the real reasoning, logic, misconceptions and prejudices leading to consumer behavior …
If you want to dig even harder, click on Real People.
Real Research. Now that’s diggin’.
