august 2005

The Marketing Dialog

Join The Marketing Dialog

Polaris Marketing Research has launched a new blog: The Marketing Dialog. The Marketing Dialog is a blog discussion with respected executives, educators and opinion leaders in the field of marketing regarding how they have used marketing research to make decisions. Each month, we’ll share the thoughts and experiences of these marketing professionals and invite you to participate in the dialog with your own ideas and comments. The discussion will be short but hopefully you’ll find a real nugget or two in participating a few minutes each month.

Polaris POV

Join Polaris POV

Polaris POV (Point Of View) offers free-flowing discusssions on marketing research trends, thoughts on social media, subjective reviews of the latest gadgets or cool iPhone apps, business commentary, topical opinions and societal rants - you never know what might be the subject of the latest post on our interesting, fun and sometime controversial blog.

New Product Announcement

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Thumbs Down From Focus Groups Should Not Stop Concept Testing

Several years ago, focus groups were conducted to test the viability of some game concepts that were radically different from the current marketplace. The concepts were tested with several market segments using focus groups run in the same city. Opinions were very negative and resistant to the idea.

Rather than give up on the concepts as a bad idea, the company studied the results.�It learned that the concepts were actually being tested among incorrect market segments that would not want to play these games, contrary to what was initially hypothesized.

From a second series of focus groups conducted among a new, more appropriate market segment, and also across different cities, the games were refined and launched, turning into a very popular game and a market leader in next generation game products.

If only a few focus groups had been conducted and no adjustments had been made to the market research methodology, this concept would have been scrapped, potentially costing the company significant revenues in lost product profits and branding opportunities.

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