ATTITUDE: n. /at-i-tood/ Your position relative to a frame of reference.
Mark Twain once said, “Every generalization is dangerous, especially this one.” Our job is to turn a generalization about the public into a highly educated guess. Focus groups are a vital component of this process. Only through speaking with the voters can one truly understand what they will listen to.
COURSE n. /kors/ Your general line of orientation.
We have heard thousands of focus group participants offer comments and opinions nationwide. Some have been genius. Others have not. All were valuable. We know that the discovery of confusion is equally as precious as confirming clarity. We use focus groups as the tool that allows us to see through voters’ eyes and determine what their decisions turn on.
EFFECT: n. /if-fect/ A change or consequence of action.
Polling a population casts a wide net. Focus groups pull out the big fish. Neither is more important than the other. They work in tandem. We deliver recommendations that originate from carefully designed research practices. Our questions come from years of experience. This ensures that you get the answers you need, not the answers you want.