Join Bonnie Siegler for an in-depth discussion in this video Why focus groups stink, part of Working with Creatives.
- Great work is not achieved by committee or by consensus.…Great work is achieved by someone with a strong vision…or an original idea and the leadership skills necessary…to convince others to take that creative journey with them.…They have the support of a team above and below…who trust and believe in them.…That journey should not pass through the sterile,…one-way mirrored rooms that house focus groups.…It's not that the people in those groups…don't take the responsibility seriously.…
Being asked and paid to weigh in…on the aesthetic qualities of anything…is a pretty big deal to most people.…A crowded table of strangers wanting to do good…without really knowing what good means…as they respond to a facilitator's leading questions…is not conducive to good, creative input.…Add to that the fact that in a group of strangers…a dynamic inevitably develops…in which one, strong personality…articulates a position and the rest of the group follows.…
The result is that in a room of, say 10 interviewees,…you're probably getting no more…
- Knowing your own taste and what you're looking for
- Creating a brief
- Knowing your budget
- Best practices for working with designers
- Giving feedback
- Being a fair judge
- What to do when it's not working
Skill Level Intermediate
1. Before You Hire a Designer
2. About Money
3. Working with a Designer
4. When It's Not Working with a Designer
5. After the Job Is Done
Next steps1m 27s
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