Keep Uninformed Opinions Disguised As Rational Thinking Away From My Advertising

Tom Denari, President of Young & Laramore in Indianapolis has little use for focus groups.

Isn’t it common knowledge that consumers are motivated more by emotion than reason? Isn’t that why brands exist? And, if we can agree that brands work on an emotional level, then why are we asking consumers to make rational judgments in testing scenarios? As soon as we ask consumers what they think of something, they stop being consumers and start becoming evaluators.

Now that’s a drumbeat I can get with.