Interviews and Focus Groups

Get people to talk about their thoughts and feelings

1. Qualitative marketing research - Wikipedia
2. Shooting video – Lynda.com
3. Get a video device – camera, camcorder, phone, tablet or laptop
4. Get thoughts and feelings about a product

• en.wikipedia.org/wiki/Marketing_research
• en.wikipedia.org/wiki/Marketing_research#Marketing_research_methods
• en.wikipedia.org/wiki/Qualitative_marketing_research

Wikipedia has a great section on marketing research.

Check out the section on marketing research methods.

Filmed interviews and focus groups are qualitative marketing research methods.

Interviews and focus groups

There are lots of great examples of interviews and focus groups.

Rushkoff’s chapter on public relations in Coercion has a great example of focus group techniques.  Rushkoff’s documentaries The Merchants of Cool and The Persuaders are great.

Jancee Dunn’s book Star Reporter has good examples of interview techniques: onthemedia.org/episodes/2007/07/06/segments/81581.

Filming interviews and focus groups

1. Write a list of 5 to 10 questions that investigate consumer thoughts and feelings about a product or service that go from general to specific.
2. Get a recording device–a digital camera, camcorder, or smart phone.
3. Try to use a tripod.
4. Consider the lighting conditions.
5. Consider the background sound.
6. Shoot in landscape (not portrait) orientation.
7. Only film the subject.
8. Get your subjects talking.
9. Don’t let your subjects start acting.
10. Bring your camera’s cable to next class.

Shooting video with a DSLR camera

• lynda.com/Home-Computing-Video-tutorials/Video-for-Photographers-Shooting-with-a-DSLR/73565-2.html
• lynda.com/Photography-training-tutorials/70-0.html#Cameras+%2b+Gear
• kelbytraining.com/online/courses/learn-your-camera

Lynda.com has a good tutorial series on how to shoot video with a DSLR camera by Rob Sheppard.

There are also good basics on how to use a DSLR camera at Lynda.com and at Kelbytraining.com.

Marketing Research with Tumblr Spring 2012

1. Semester Outline, Google Apps
2. Tumblr Themes
3. HTML, CSS and Firebug
4. Google and Social Media
5. Social Media Buttons
6. Search Engine Optimization
7. Google Analytics and Google AdWords
8. Interviews and Focus Groups
9. Video Editing
10. PollDaddy Surveys
11. Illustrator Infographics
12. Photoshop Infographics
13. InDesign Reports
14. Google Website Optimizer A/B Tests
15. Screenr Screencasts
16. Rejoice