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Focus Pocus: Igor has a new Business Week appearance with a detailed discussion of what focus groups do to the naming process, including this:

Many well-known and very successful names would not have survived focus-group testing, Manning says, because, viewed in isolation, they yield more negative connotations than positive ones. Yet they work fine in the real world. Why? "A target audience never engages in this type of literal deconstruction, only focus groups do," he explains. "When a name is rolled out, the public's perceptions are based on the entire experience of the brand. Consumers don't separate the name from its context."

For a positive spin on the focus group experience, you can always count on The Onion:

HOLLYWOOD, CA—Focus groups at advance screenings for Gigli, a romantic comedy starring Ben Affleck and Jennifer Lopez set to open nationwide July 30, have demanded a new ending in which both stars die "in as brutal a manner as possible," sources at Sony Pictures said Tuesday.

Well, maybe it'll happen in the X-Box version.

Posted by Jay on Wednesday, January 07, 2004 @ 11:26 AM [ + ]

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