The Focus Group as a TV Talk Show

Mary Lou Quinlan, Founder and CEO of Just Ask a Woman, has a remarkable twist on focus group methodology – turn it into a TV Talk Show.

From the Just Ask a Woman website:

”Using a format inspired by TV talk shows, this methodology compensates for all that is evil about focus groups. No 2-way mirror. No sterile room. No disengaged moderator. No strip mall facility. Twenty-five women become the "audience" of a two-hour talk show about you. Our scripts are insightful and allow for your customers to lead the discussion while we track to ensure your questions are answered. We have a reputation for recruiting outstanding women who meet your customer demographics and psychographics, not focus group professionals and wallflowers. The results are unparalleled and credited for building product ideas and categories, inspiring relevant communications and articulating brand promises.

We've conducted "episodes" in categories including health, finance, beauty, fashion, stress, technology, violence, home decorating, food, automotive, toys and insurance. These sessions provide an opportunity for product sampling, building consumer advisory boards and initiating viral marketing campaigns. When women leave a LIVE session, they talk about your brand and the experience!”

Stream a four-minute story [real player] on Just Ask A Woman via public radio's Marketplace.

Comments

[David Paull]

Wow...that's really interesting. My company offers focus group and audience response technologies and services and I've never heard of them before. That talk show format seems like a really interesting way to get respondents to open-up in a more natural, conversational way. Thanks for the great find.