Planning Above and Beyond

August 2011: Stickiness and stickability

There’s a moment in a creative development focus group you must never miss. It’s the point when a group of strangers are exposed to a new idea. There’s all sorts of questions researchers ask. And projectives that we use to uncover the territory that people can’t or won’t speak about. But nothing is so important as that first microsecond. When we don’t talk. We watch their bodies to find out how good the creative idea is. When they show us more than they know. A little body language tells us a lot about good creative ideas. Read more....

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