In order to pay the bills, I’ve been forced to sporadically participate in focus groups for different services/products. To date, I’ve taste tested scotch, argued about sound effects for AOL, critizized Blockbuster video for an hour and even played a video game. It’s a fascinating experience and a great way to take a behind the scenes look at marketing, plus you get a couple hundred bucks for a couple hours work.
The way the process works is companies tell the testing facility to find people that fit a certain demographic profile. The testing facility then pulls people from a database that match age, sex, income, etc. criteria. However, often times the companies require a more specific demographic, e.g. a 25 year old male who loves using America Online (I lied my way into that group. Is there any 25 year old male who loves using AOL?). In order to meet these specific demographic needs, the testing facility calls each participant directly and quizes them to make sure they “love AOL” or use it “3 times a week”.
My favorite part of the quiz is the end, when they ask you a “articulation question” which basically is to check if you are absolutely unable to express your opinion in words. Here’s the question they gave me:
If you were stranded on a desert island and you could have five things, what would they be?
I ask, “Anything at all?”
He replies, “Yes, anything.”
I think for a second and then reply:
- A satellite phone to communicate with rescuers
- A high speed motorboat (to leave the island)
- Infi-Food
- Infi-Fresh Water
- Infi-Cash (for when I get off of the island)
A long silence on the phone.
He says, “Perfect. Thanks.”
WHAT IS THE POINT? If I can answer like that, without thinking the scenario through AT ALL. All it really proved is that I’m a smartass and don’t take the question seriously. Although, in the end, I suppose I did “articulate” my bullshit answer.
Win, win.
Technorati Tags: articulation, focus group, motorboat, infi-cash, infi-food, infi-fresh water, satellite phone, rescuers
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