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(YouTube)   Does focus group testing work? Let's try it with the greatest TV ad of all time and see   (youtube.com ) divider line
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8065 clicks; posted to Video » on 09 Nov 2007 at 12:43 PM (9 years ago)   |   Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2007-11-09 12:49:17 PM  
borrrrrrring......
 
2007-11-09 12:52:34 PM  
While the commercial is hardly "the best" of anything, seeing the focus group completely miss the entire ad and its concept was rather amusing.

/Hopes this thread doesn't turn into a Crapple fapfest
//Knows it well
 
2007-11-09 12:53:09 PM  
Err... should be

//Knows it will
 
2007-11-09 12:56:00 PM  
Does focus group testing work? Let's try it with the greatest TV ad of all time and see

The Ad was critically acclaimed which is not the same as popular.

High art vs. low art.

Britney Spears is not *better* than Mozart.
 
2007-11-09 12:59:54 PM  
borrrrrrring......
 
2007-11-09 01:02:06 PM  
So the focus group agreed with Jobs.

/And not one of them had ever seen the original spot? Inconceivable
 
2007-11-09 01:02:55 PM  
Wow. Not a single person "got". But when it aired most instantly did. The loss occured when the story board failed to convey the shock the drones felt when the screen was destroyed by a non drone. They just said "they'll be bathed in white light."

No one picked up on the "breaking free from oppression" thing.
 
2007-11-09 01:03:42 PM  
it. Not a single person got "it".
/needs more energy drink...
 
2007-11-09 01:03:52 PM  
This comments section needs more chimpanzees.

www.blog.speculist.com
 
2007-11-09 01:05:58 PM  
strengthening what MizzouGuy said...

This video is not of a focus group from 1984. This is a modern day focus group (look at the cans of soda they're drinking). The fact that none of them referred to the original spot is insane.
 
2007-11-09 01:12:06 PM  
For humorous effect, they should have
My first thought was that these are ignorant, ininformed people that they chose. But the sad truth is that this is how the majority of Americans feel...
2001: A Space Odyssey could have used more space battles. 1984? I think I read that in high school. Isn't it about burning books and time travel? I just don't have time to read. I'll wait for the movie to come out. The Bible could have been better if Jesus lived. Why didn't Shakespeare write in normal English?
 
2007-11-09 01:12:26 PM  
The funny and ironic thing about that commercial is that it is Apple who is turning its customer base into that bunch of mindless drones.

"You will not write applications for iPhone coontil we say so). You will take what we give you. You will not use iPod with anything other than iTunes. You will not use our software on any other computer than our own. We own you biatch."
 
2007-11-09 01:27:36 PM  
danfri: You will not use our software on any other computer than our own.

except for Itunes, safari, quicktime...

and they have the ability to dual boot to other operating systems build in to the operating system. Those nazis!
 
2007-11-09 01:29:39 PM  
Ahhh, once again the Dumbing down of America. No one noticed it was an old comercial?
 
2007-11-09 01:30:51 PM  
The Way It Should Be Done (new window)

/Don't you worry about Planet Express, let me worry about blank.
 
2007-11-09 01:42:04 PM  
iDon'tCare
 
2007-11-09 01:55:34 PM  
Hasn't this already been done several times?
 
2007-11-09 02:00:33 PM  
Typical. I mean, what did you expect from people that make Dancing with the Stars a hit? Or Are You Smarter than a 5th Grader?

This is why Michael Bay is popular. BOOM. KERPLOW! See, I just entertained 80% of Americans.
 
2007-11-09 02:23:08 PM  
A few things: the storyboard clearly did not portray the commercial well. Otherwise, SOMEONE would have said they'd seent he commercial before. So its all bunk on this count.

Two... the commercial came out in 1984. It was shocking- and original- then. Since then, MANY commercials have followed that have followed suit- if not blantantly copied- the commercial. Therefore, even if you showed the commercial, and no one actually had seen it in 1984... I would not expect a great reaction in 2007.
 
2007-11-09 02:27:59 PM  
AgentONeal: Typical. I mean, what did you expect from people that make Dancing with the Stars a hit? Or Are You Smarter than a 5th Grader?

This is why Michael Bay is popular. BOOM. KERPLOW! See, I just entertained 80% of Americans.


The key to a real good movie, or commercial, or TV show, or whatever is for it to be Bill Clinton, methaphorically speaking.

Bill Clinton was a Rhodes Scholar. He was also Bubba.

It is possible to make a movie (or whatever) that appeals to different levels of intellectual stimulation.

To use an example of an actual movie: The Matrix. The Matrix is both a shoot-em up action scifi popcorn movie and an intellectual study on what life is and how we perceive it.
 
2007-11-09 02:34:06 PM  
Geotpf:Bill Clinton was a Rhodes Scholar. He was also Bubba.

It is possible to make a movie (or whatever) that appeals to different levels of intellectual stimulation.

To use an example of an actual movie: The Matrix. The Matrix is both a shoot-em up action scifi popcorn movie and an intellectual study on what life is and how we perceive it.


-Good Point, but would this actually happen through the process of a focus group?
 
2007-11-09 02:35:03 PM  
in other news, focus groups are made up of morons. But the chimp comment was pretty funny.
 
2007-11-09 02:44:59 PM  
mrtj: -Good Point, but would this actually happen through the process of a focus group?

Probably not. I wasn't really referring to the video itself.
 
2007-11-09 02:53:39 PM  
More cowbell or more chimp, its a though question.
 
2007-11-09 03:09:26 PM  
We are on our way to Idiocracy.

This video is proof positive...
 
2007-11-09 03:20:16 PM  
MizzouGuy: So the focus group agreed with Jobs.

/And not one of them had ever seen the original spot? Inconceivable


That's what I found unbelievable as well. No one had ever seen the original ad?
 
2007-11-09 03:33:40 PM  
It's likely that even those that had seen it have forgotten about it.

It was run in 1984 during the Super Bowl. That's 23 years ago (some of the people in there were barely 23 years old).

Since then, only the tech/net-savvy would likely have run into it again. These don't seem like those kinds of people. My mom can't remember movies she's seen a year ago, let alone a commercial from 23 years ago. I imagine there are many more like her than like Farkers.

Finally, anyone who recognized it (or groups spoiled by such a person) could have easily been weeded out in post-production to give a more distorted view of the focus groups a la Jaywalking on the Tonight Show. Ask enough people what city the Star Spangled Banner was written in and what city was destroyed by the Stay Puft Marshmallow Man and tape their answers. You'll get enough for a 5 minute tape of how stupid *some* people can be about real history vs. movie magic. Show only those that say "I dunno?" and "New York!" and it looks like the "general public" is dumb.

/Correct answers: Baltimore, MD and NYC, NY
 
2007-11-09 03:38:18 PM  
The greatest commercial of all time?
Nah. That would be this one:

Link (new window)
 
2007-11-09 03:59:43 PM  
ju66l3r: Ask enough people what city the Star Spangled Banner was written in and what city was destroyed by the Stay Puft Marshmallow Man and tape their answers. You'll get enough for a 5 minute tape of how stupid *some* people can be about real history vs. movie magic. Show only those that say "I dunno?" and "New York!" and it looks like the "general public" is dumb.

Yeah, but where the Star Spangled Banner was written, on the scale of things, isn't a very important historical fact (isn't there debate over whether Key even witnessed the battle?). On the other hand, everyone having ghost problems should know exactly who they're going to call and which city that call should be directed to.

Anyway, IMHO, the abstract made it look worse than the video actually turned out.
The next apple computer ad should just be alternating flashing pictures of their logo and a chimpanzee.
 
2007-11-09 04:41:15 PM  
I bet they probably had to do more than one focus group because people had remembered the original.

I've never understood why that was such a good commercial. Then again, i wasn't born yet, so...
 
2007-11-09 04:58:25 PM  
Surprise, surprise: The average person is boring, simple-minded and intellectually introverted. Just watch TV or listen to Top 40 radio.

I used to work in commercial design and the responses we'd get from clients (especially those addicted to focus group nonsense) were enough to make you want to gouge your eyes out with hot, sharpened spoons -- right there at the meeting.
 
2007-11-09 04:59:13 PM  
This is, by far, not the best commercial ever. It's a decent commercial, with plenty of critical acclaim. It's not the best ad of all time, though, and the subby should know that.

/adguy
 
2007-11-09 05:35:49 PM  
Am I the only one amused that not recognizing a commercial is being used as evidence of the stupidity of others? The video is amusing but really, what I get from it, is that a bunch of advertising copywriters feel a bit superior to the "average joe" who just doesn't understand their "great art."

Like it's been mentioned, it's a different world now than it was 23 years ago. Twenty three years from now, I doubt the current crop of commercials will leave a lasting impression. "Yes, son, I remember exactly what I was doing on three occasions - the Space Shuttle exploding, 9/11 and the first time I saw that Geico Caveman commercial."

/Actually, I guess I do remember what I was doing the first time I saw that commercial - watching TV.
// Why does everyone call the Apple commercial Orwellian? I don't see a single farm animal.
 
2007-11-09 05:49:41 PM  
Uncorrect: Am I the only one amused that not recognizing a commercial is being used as evidence of the stupidity of others?

No I got that too. I mean, it was a powerful commercial, and I tend to remember good ads, but with so many people in the world, you'd still be able to find a jury for OJ Simpson.
 
2007-11-09 06:26:42 PM  
That "focus group" helps me understand how Bush got reelected.
 
2007-11-09 07:07:21 PM  
autumn42 2001: A Space Odyssey could have used more space battles.

I agree. And I don't like the computer, "Joe" or whatever he's called. He should be a robot instead. And if he could be like a monkey robot that would be awesome. You could call him C.H.I.M.P (computer/humanoid, intelligent monkey pilot). Instead of killing the crew (which will be a big turn-off to the younger viewers, and completely sink your toy sale tie-ins) C.H.I.M.P. should give his life heroically to save the crew. If he can "learn to be human" right at the end, that would be perfect.

Also, at least one of the crew *must* be a woman. She should be unbelievably hot and (this is critically important) she must be the only one who stays cool and calm under pressure. The males should be funny, so that they don't appear aggressive and therefore offensive. Funny, and a little bit dumb too.

Oh, and the aliens need to be lizards or something. I know you were on a budget, but what kind of crappy movie doesn't even show the bad guys??

Also, splurge a bit and have the space ships actually use their engines. There should be glowing blue or red engines in every single external shot - and engine sounds too. My god. What were you thinking? Every time you show the outside of Discovery, it's completely stopped!

One last thing: lose the classical music. Try rap. Nobody has used rap music in a science fiction action movie. I think it's about time!
 
2007-11-09 07:16:03 PM  
Uncorrect: Am I the only one amused that not recognizing a commercial is being used as evidence of the stupidity of others?

........

// Why does everyone call the Apple commercial Orwellian? I don't see a single farm animal.


Books.

There are more than one of them.
 
2007-11-09 07:32:08 PM  
OOH! OOH!

Is it the ad with the dog chasing the little chuckwagon?
Or the cat doing the "chow-chow-chow"?


/DWTFV
//I liked those ads
 
2007-11-09 07:53:55 PM  
ju66l3r: only the tech/net-savvy would likely have run into it again

except it's on every "best commercials of all time" show, of which there are a few each year. Plus it pops up in other places as well.

Treygreen13: This is, by far, not the best commercial eve

I've watched god knows how many commercials and the Mac spot still stands out.
 
2007-11-09 08:01:23 PM  
"You kids don't know what you want! That's why you're still kids, 'cause you're stupid!"
 
2007-11-09 09:01:42 PM  
Bonzo_1116: Uncorrect:

// Why does everyone call the Apple commercial Orwellian? I don't see a single farm animal.

Books.

There are more than one of them.


Sarcasm... it still counts as a joke even when it's so lame that no one recognizes it.

/ Unless you're being sarcastic, too... then nevermind.
// Darn you, toneless Internet.
///In my head, it sounded funny - honest.
 
2007-11-09 09:46:16 PM  
Books. There are more than one of them.

Really? I'll trade you my book for yours, if you are sure the ending is going to be different.
 
2007-11-09 09:53:08 PM  
///
//
/What do people in a focus group get out of it? / I suppose I could infer that they spend the whole day focusing on things, probably get paid for several hours of focusing. / Perhaps companies who can't afford expensive focus groups just pull in homeless people off the street and give them meals in exchange for their focusing./
//
///
 
2007-11-09 10:17:41 PM  
Uncorrect

// Why does everyone call the Apple commercial Orwellian? I don't see a single farm animal.

Not lame. Actually - clever and unexpected. My definition of funny.
 
2007-11-10 12:05:00 AM  
downstairs: A few things: the storyboard clearly did not portray the commercial well.

That's my problem. This story board and narration sucked the whole feel out of it. I would have graded it poorly as well.
 
2007-11-10 12:16:04 AM  
Well I'll never bash Hollywood for spoon feeding the masses because if this video is any indication, that's exactly what the masses want.

/still won't like it though
 
2007-11-10 08:19:25 AM  
Troy McClure: downstairs: A few things: the storyboard clearly did not portray the commercial well.

That's my problem. This story board and narration sucked the whole feel out of it. I would have graded it poorly as well.


Same here, based on the story board and narration, I also wouldn't have thought the finished product would be very good.

I guess the point of greenlighting this was to demonstrate the ineffectiveness of storyboards.
 
2007-11-10 11:03:28 AM  
Focus group research has given us wonder bread and extra fluffy toilet paper. The two are indistinguishable from each other and are fully interchangable.
 
2007-11-10 11:54:28 AM  
I hate people.
 
2007-11-10 12:47:02 PM  

The focus group werent nerds. Nerds already know Apple and any potential products. The people chosen to report their thoughts on the ad really were the people Apple wanted to target. Mothers, highschool dropouts (chimpanzees make meh laff).

Complete opposite of preaching to the choir.

 
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