So, why do focus groups remain so popular? They are time-honored mechanisms with clearly defined costs and that produce data in a specific time frame. Perhaps most important, they can be used to validate initiatives or concepts that the people commissioning the focus groups have already invested vast resources and time in. Typically, Hollywood focus-groups endings of films or completed pilots—not screenplays and development pitches. Ad agencies tend to focus-group a few ideas they have brainstormed and then report to the client which one scored best. The primary function of focus groups is often to validate the sellers' own beliefs about their product. Focus groups, which are supposed to explore the psychological needs of consumers, may serve as much to fulfill the psychological needs of sellers.
TODAY IN SLATE
The Most Terrifying Thing About Ebola
The disease threatens humanity by preying on humanity.
I Bought the Huge iPhone. I’m Already Thinking of Returning It.
Scotland Is Just the Beginning. Expect More Political Earthquakes in Europe.
Students Aren’t Going to College Football Games as Much Anymore
And schools are getting worried.
Two Damn Good, Very Different Movies About Soldiers Returning From War
Lifetime Didn’t Think the Steubenville Rape Case Was Dramatic Enough
So they added a little self-immolation.
Blacks Don’t Have a Corporal Punishment Problem
Americans do. But when blacks exhibit the same behaviors as others, it becomes part of a greater black pathology.