We’ve heard through the grapevine that some community branding providers are badmouthing the benefits of focus groups. WHAT! That’s crazy talk and we can prove it. The most challenging aspect of community branding is collaboration and focus groups are a great ways to get the ball rolling. Case in point: When North Star was in Grand Junction, Colorado on our in-market trip, one of the 10 focus groups conducted was with outdoor recreation and outdoor manufacturing stakeholders. It was the first time this group had convened to discuss challenges, opportunities and a team approach to working together. More meetings followed and an Outdoor Recreation Coalition with more than 100 members was recently formed. In their words:
Skipping focus groups in community branding is a shortcut that will decrease your chances of success. Focus groups may not be the answer for innovation like designing a new product or designing a logo. But they sure as heck are foundational tools for aligning attitudes and future teamwork. These are the great results of North Star’s comprehensive process that will long outlast the logo.