Monday, January 26, 2009

6372: Digital Focus Groups Deserve Deletion.

Only a lazy digital account person could have dreamed up this—soliciting feedback for banner advertising via the Web. Hey, respondents need only click on the Ad Feedback link to gain the opportunity to critique the creative. You’ll be allowed to answer questions like:

How would you describe your overall opinion of the ad?

Like it a lot
Like it a little
Neither like nor dislike it
Dislike it a little
Dislike a lot

When thinking about the ad in comparison to other online ad formats, would you say it is...?

Better than other online ad formats
Neither better nor worse
Worse than other online formats

Record your level of agreement or disagreement with the following statements:

The ad was relevant to me personally
The ad was intrusive
The animation or movement of the ad was appealing
The ad takes up too much space on the screen
The images or graphics in the ad were appealing
The ad was confusing
The ad was different than other online ads

What do you LIKE MOST about the ad?

What do you DISLIKE about the ad?

Not sure how the responses would be adequately measured, as participants aren’t required to identify themselves at all. Plus, the questions are the worst examples of old-school focus group probing, sans the traditional perks of free food and bowls of M&Ms. Why employ outdated advertising processes against what is still touted as new media? There’s gotta be a better way.

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