AN ALTERNATIVE METHOD FOR EVALUATING CONCEPTS AND POSITIONINGS
by Neil Kalt, Ph.D., Director, New Methodologies, Beta Research Corporation

The Problem

When focus groups are used to evaluate concept/positioning statements, respondents are usually asked to react to these statements one at a time, then asked to indicate which one is the most appealing.  One problem with this traditional approach is that it places considerable limitations on the role that respondents are permitted to play.  In so doing, it misses an opportunity to come away from the process with the strongest statement that could emerge, given the concept/positioning statements with which this process began. 

I’d like to suggest an alternative procedure, one that gives you an opportunity to come away from the process with a much more compelling statement than the traditional procedure is likely to provide.

The Proposed, Expanded Approach

This alternative procedure calls for recruiting respondents who are creative and who can express their creativity in writing.  It begins with the traditional approach, which consists of the following two steps:

• Respondents record their reactions to the first statement on paper, and then discuss their reactions to this statement as members of the group.   Respondents are permitted to make changes in the statement, as long as there is a consensus to do so.  This procedure is repeated for each of the statements.
• Respondents rank order the statements that they like on paper, are polled, then discuss their rank orders as a group, during which time they decide which statement they prefer, and why.

These results provide us with a benchmark against which to compare the results of the expanded procedure, which continues as follows:

• Put all the statements up on a wall.  Then ask respondents to identify the individual words and phrases that resonate, that stand out, that touch a chord.  Additionally, ask respondents to feel free to propose other words and phrases that are, in this context, attention getting.   Make a list of all the words and phrases that are mentioned.  Give each respondent a copy of this list.
• Ask respondents – individually and in silence – to use these selected words and phrases to write the most persuasive concept statement that they can.  
• Put all these statements on a wall, then have the respondents, as a group, critique and edit each statement with an eye toward making it as compelling as possible.
• Place the edited statements on a wall, and ask respondents to rate and rank each statement – and to provide reasons for these ratings and rankings.
• Ask them, as a group, to take the best aspects of these statements and create the strongest possible statement.
• Ask respondents to compare this new statement to the statement that emerged as the winner in the traditional part of this process.
  
  
  

The Payoff

As opposed to the traditional method, the expanded approach makes far better use of respondents’ abilities, feelings, and insights, and promises to yield much more compelling concept statements.


Neil Kalt heads Beta’s effort to develop new methodologies.  Among these is a groundbreaking methodology for increasing the effectiveness of television commercials.

Prior to joining Beta, Dr. Kalt spent 17 years as a qualitative marketing research consultant, moderating focus groups for a broad range of clients; six years as Associate Research Director and Director of Research at major advertising agencies; and five years as a member of the faculty at Baruch College.  Dr. Kalt authored “CAREER POWER! A Blueprint for Getting the Job You Want,” he coedited “Urban Problems: Psychological Inquiries,” and his articles have appeared in a variety of professional journals and periodicals.   He can be reached by phone at 203-758-1812 or by e-mail at neilkalt@bestweb.net