Tag: Focus groups

19
Sep

Are You Using an A.C.E. Moderator?

Over the course of my 20+ year marketing career, first as a client, then as an agency planner, I have participated in hundreds of focus groups, brainstorms and interviews from both sides of the glass. Throughout these years, I have learned that you can train someone to be a good moderator, but that the skills required to become an A.C.E. moderator are innate … they are hard-wired into who the person is at their very core.

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Selecting the right moderator is the first, and most important, step in truly understanding what customers think and feel. A great moderator is the foundation of a great strategy.

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Authentic. Curious. Empathetic.
Three words used to describe Sue Northey’s moderating style.

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Sue has spent over 20 years uncovering unexpected insights which inspire communications and build brand affinity. She is a skilled communicator, having moderated over 750 interviews, focus groups and workshops in order to brainstorm new ideas, understand consumer motivations, evaluate new products, assess brand equity and evaluate communications. One of Sue’s specialties is leading branding workshops with multidisciplinary teams, working collaboratively to understand and reposition brands.

Sue has spearheaded efforts for well over 100 consumer, business-to-business and nonprofit brands. Her work experience encompasses the client, agency, academic and entrepreneurial sides of business. Her previous leadership roles at a major CPG company, a notable advertising agency and a D1 university all prepared her to launch her own consulting firm, Branding Breakthroughs, in 2015.

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15
Jul

An Obituary Can Help Your Brand Come Alive

Obituaries Make Us Sad

The word ‘obituary‘ likely conjures up images of lilies, funeral homes and heartbreak. It’s generally not a happy thought … no matter how it is served up.

But perhaps it’s the context in which we think of obituaries.

Consumer-Written Obituaries Add Fresh Insight

A consumer-written obituary can be immensely helpful when it comes to the health of your brand. It can point out vulnerabilities before they become reality and help you understand why your brand is revered by its loyalists.

Doing an obituary exercise in a focus group or as preparation for a brainstorm can be very insightful. Split the group in two and have half write an obituary for your brand and half write one for a key competitor. Ask them to read their obituaries out loud and use their comments as fodder for a group discussion.

Ask These Questions

So, what’s in a good obituary?

Obituary exercise

An Obituary Can Breathe Life Into Your Brand

Sometimes, asking consumers to write an obituary can breathe life into your brand before it becomes a mere epitaph.

 

 

 

 

 

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