Words of Wisdom

Words of Wisdom is a series of brief marketing research tips, garnered from years and years of research.

Words of Wisdom #6: A Couple of Focus Group Nightmares

Monday, January 20th, 2014
(I have hundreds of these!) Two Markets, Two Observer Teams It is always a bit dicey when you are doing focus groups for a client and his/her advertising agency: they often have arguing agendas, even if they won’t admit it! It’s even dicier when one client/agency team goes to one read more »

WOW: Getting Fired

Friday, September 13th, 2013
Yes, twice, I’ve had this happen: … but it wasn’t my fault! 1. A Washington state advertising agency was testing ads for a Texas brand of beer in Dallas, Texas. The ads were so far off the mark, that we almost did have a chair tossed through the mirror. But read more »

Words of Wisdom

Friday, August 16th, 2013
Words of Wisdom #10: Life Cycle of a Tracking Study Phase 1: funding!; lots of excitement about learning what your customers are thinking, how to leverage that, what that might mean to the company, etc. Phase 2: lots of qualitative research to develop the quantitative survey, lots of interest. Phase read more »


Wednesday, November 21st, 2012
For immediate release ATLANTA—Moore & Symons, Inc., welcomes back Sue Symons as Senior Vice President and head of its new western office. As one of the founders of Moore & Symons, Symons specializes in developing strategy from research. In her new role, she will expand Moore & Symons’ reach within read more »

Words of Wisdom: Focus Group Nightmares

Friday, May 25th, 2012
Live and Learn, over the years many strange things happen in focus groups. For example: Divide and Conquer The screening was designed to recruit heavy users of a list of features of a particular software product. Which the facility dutifully recruited. Once we got into the discussion, we discovered two read more »

Words of Wisdom: Focus Groups on Financial Services

Friday, April 13th, 2012
No offense, Mr. or Ms. Financial Services Marketer: but doing groups on financial service subjects is pretty dull. It’s also a real challenge. On one hand, banking is pretty dull, most retail consumers see it as a commodity, a necessary evil, something you need but don’t really like. So trying read more »

Words of Wisdom: About Focus Group Moderating

Monday, March 19th, 2012
 Moderating is hard. Moderator, write your own discussion guide. About that guide:  start broad and get narrower as you go. Arrive early at the facility, check out the FG room, sound, video, etc. Make sure the sign in sheets don’t give anything away. Mingle with the respondents in the waiting read more »

Words of Wisdom: You Need To Know

Wednesday, February 1st, 2012
Know what your customers are thinking. Know what your prospects are thinking. Know what your employees are thinking. How can you run a business without that knowledge? You can’t.  Not for long. And you need all three of those. Measuring your customer’s satisfaction against a series of attributes (not just read more »