The Assorted Pleasures of Focus Groups and M&Ms

So how do you tell the useful tidbits from the useless ones? Success requires a trained ear. It’s often the little comments you hear most frequently that are most helpful. A number of participants might find one set of copy patronizing. Or they might get stuck on a particular phrase they don’t like. A particular teaser on the outer envelope might prove to be a turnoff. The graphics on an insert might make the copy difficult to read. One piece of copy might confuse them, while the other is clearer concerning the issue. Maybe one part of your argument is stronger than another.