I've heard in other classes how important formative research is to designing any campaign, whether is is a health campaign or a commercial campaign. There are always consumers involved and as we learned this week, your message won't be as effective if it is not targeted towards the consumer's interests, beliefs, attitudes, etc.
However this process is obviously a lot of work. I remember participating in quite a bit of 'consumer research' when I was younger. My mom had signed my sister and I up with some group and we got many calls to participate in focus groups, screenings, surveys, etc. At the time I was too young to realize that it was all part of formative research and that I my interests and tastes were being analyzed. But as a child, I enjoyed it because we always were compensated...food, money, etc.
Several years ago, as an adult I signed myself up to be analyzed through a marketing group that was constantly coordinating different focus groups. Granted I was motivated by thei monetary incentives offered. Unfortunately I never qualified for any of the studies. This company definitely seemed to be recruiting specific audiences...ones who drank a specific beverage, or shopped at specific stores, or had kids of specific ages. Good for their clients, but bad for my wallet!
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