Zippo revisits Ogilvy's hypnotist [1] idea - with a twist [2].
Hypnotizing focus groups to get "candid responses" instead of hypnotizing the ad viewer, reports new jersey online.
"Industry officials said the use of hypnosis is limited, but that it has been used in the past."
The official industry officials include Robin Hafitz of Mad Dogs [and Englishmen] in NYC : "I haven't used it, but I've had employees use it."
If you want your focus groups to really focus, Qualitative and
Quantitative Research does the hypnotic trick as Goldberg developed the methods thirty years ago.
sure beats cold sandwiches and stale coffee, maybe we can focus group and quit smoking in one go? ;-)
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