Sometimes, properly conducted focus group research can provide a useful data point when evaluating brand name candidates. On the other hand, ill-conceived research may torpedo your best ideas and lead you to a name that’s bland at best. So how do you know when a focus group is a good idea? And how do you structure it to make sure the results are useful rather than misleading? In this 6-minute video, Catchword partner and linguistics expert Laurel Sutton covers some of the basic do’s and don’ts of focus group research, and discusses:
Whether you’re thinking about using focus group research for the first time—or just want to make sure you’re using it as effectively as you can—this video is a useful overview.