Focus Groups

Focus groups

- Research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea or packaging.

The Lidl advert is a great representation of a focus group. They were asked about the taste of the product and had given their opinions and attitudes to form qualitative data. 

Focus group scene ideas: 

- Lidl advert inspired

- Would you rather game

- Women and beauty

- Makeup, boob jobs, ageing cream, tanning, nails

- Extremist choices

- Iphone vs Nokia, Tanned vs Pale, Makeup vs Natural

- Facts on product "9/10 women..."

- Based on capitalism (profits and making goods)

- Cheesy music

- Bimbos

- Slap and tickle 

- Target market (women/bimbos)

• Focus group research involves organised discussion with a selected group of individuals to gain information about their views and experiences of a topic.
• Focus group interviewing is particularly suited for obtaining several perspectives about the same topic.
• The benefits of focus group research include gaining insights into people’s shared understandings of everyday life and the ways in which individuals are influenced by others in a group situation.
• Problems arise when attempting to identify the individual view from the group view, as well as in the practical arrangements for conducting focus groups.
• The role of the moderator is very significant. Good levels of group leadership and interpersonal skill are required to moderate a group successfully.

The focus group within this video are unable to form opinions on a book due to misunderstanding. However the video clearly addressed the purpose for a focus group which is to ask questions that provoke meaningful answers based on what they have seen. 

The aldi brand comparison advert shows peoples opinions based on similar products but different brands. Although there is a comedic side, the focus group used within filming the full length of the advert were all diverse people testing different products.

I am inspired by the taste test adverts from Lidl and Aldi. I would like to create a scene similar to these adverts by conducting a 'Would you rather' test on beauty products on extreme levels to highlight capitalism trying to gain profits and win people over. The polar opposites may include:

- Large boobs or small boobs

- Dark tan or pale

- Extra long nails or no nails

All of which are subjective to the stereotype of a 'Bimbo woman'. I believe by choosing this idea we address many political issues such as sexism, stereotypes and capitalism.