Focus Groups

We call them brand reboots.

The great thing about traditional focus groups is it brings a bunch of consumers together and forces them to reach consensus, or "agree to disagree", about a set of issues. The bad thing about traditional focus groups is that there are all kinds of "walls" between the consumer and the client -- and not just the wall of the backroom, but walls that block intuition, nuance, and interaction.

Fusion breaks down all of the walls. Clients can watch for subtle expressions and body language along with vocal expressions of agreement or disagreement; they can interject a question directly into the discussion flow, rather than waiting for a ending round of "what else?" And the unique set-up has one overarching effect: it makes the focus group collegial. There are no backroom clients, no one moderator "vs." the respondents -- there is just an open, genuine, interactive discussion.

And we added a five senses approach to0 - we engage consumers in and talk about all aspects of a product: the first whiff, visual impressions, they examine the texture and overall feel, and for food projects…dissect the taste of a product.

To gain personal preferences and considerations as well as group opinions from these Brand Reboots, consumers generally come to the Loft with completed, individual homework assignments that help them get broadly grounded in the subject category, and gives them the opportunity to share some insights they might not vocalize to a group. The homework and in-session projective exercises get the consumers to apply rational thinking and emotional feelings to the subject. And this leads to more thoughtful, richer consumer feedback -- the backbone of any successful product.

Consumers almost always leave a Fusion Loft Brand Reboot saying that they had fun at the session. And they smile at the Fusion "team" (clients and Fusion staff members) because everyone has established a greater level of insight and understanding from the experience that's been shared.

24-Hour Boot Camps

Live your target as a team.

Recall – record – reboot – remember – relive. Engage in a Fusion Marketing Power Boot Camp and, within 24 hours, you will have a whole new, richer understanding of your target consumer.

Like the Boot Camps of sports and military organizations, ours is a structured, disciplined approach. We start each Boot Camp with convergence: all team participants (clients and Fusion team members) assemble for a kick-off which gets everyone on the same page, armed with all relevant past information and insights about the subject. Then we diverge: teams, each led by an experienced researcher, are sent out to consumers’ homes, to explore their environment, ask a comprehensive series of scripted questions, engage respondents in a variety of exercises to plumb their emotional as well as rational motivations, and generally spend time living their consumers’ lives.

Then comes alignment – the chance to reboot. We share experiences, anecdotes and stories, observations (the key cues, clues, and contradictions we noticed), and we synthesize it all into the key learnings we want to take forward. Within approximately 24 hours, teams emerge with a whole new level of insights and understanding about their subject – and an excitement based on the intense, personal experience of sharing these consumers’ lives.

Fusion then delivers these key learnings and vignettes in a (short but) vivid, multi-media presentation that will resonate with and immerse new team members and upper management in consumers’ lives as well.

Two excellent, highly successful applications of our 24 Hour Boot Camp are: Bring The Target To Life, with a focus on the primary consumer of an established product, brand or category – delving into their lifestyle, attitudes and perceptions; and Innovation, still involving target consumers, but with more of a focus on new category opportunities, needs, and gaps in the marketplace.

Ethnographies

We think of them as consumer digs.

At Fusion Marketing Power, when we go into people’s homes or out shopping, watch them prepare a meal, or otherwise engage in their daily life, we do so purposefully. We balance interesting, varied questions and exercises with subtle but scrupulous observation through our seasoned, objective lens of the respondents and their environment.

We give respondents customized pre-work before our visit, so they can begin thinking about our subject, telling us about themselves – engaging in the project.

We encourage client participation in these “Consumer Digs”. Consumer Insights, Marketing, R&D, Packaging, Sales, and Agencies have all benefited from the natural, comfortable conversations we have had in these sessions – and the opportunity they have provided to gain unspoken insights into consumers’ lifestyles, behavior, and attitudes. Just like the respondents, though, no one goes into the Digs unprepared. We arm all participants with a briefing on ethnographic Do’s and Don’t’s and give you a Field Journal in which to record cues, clues and contradictions you see and hear.

For our part, we have years of experience in making respondents at ease in ethnographic situations, in expert probing, and in getting to the core of consumer beliefs and intentions.

And, of course, what the respondent doesn’t say is often as important as what he or she does say.

We employ a variety of proprietary, tried-and-true techniques and exercises to draw out deep-seeded emotions and connections, and we are constantly refining and re-testing these exercises to have the perfect “toolkit” at our disposal for each new project.

Fusion Loft

A comfortable setting helps teams open up and get creative.

So we custom-designed our innovative Fusion Loft to foster conversation, inventive thought, and productive interaction for meetings of up 15-25 participants. Sure, we still have a one-way mirror if clients feel the need, but we’d rather see them join the conversation! Our living room, conference room and kitchen areas keep groups energized and continually moving. And the cozy yet fully wired Loft is a great place for cross-functional brainstorms, off-site meetings and gatherings where fresh and inspiring dialog is needed!

The LIVING ROOM area is ideal for intimate business meetings where high tech meets comfort sparking out-of-the-box thinking. It’s complete with audio, high speed internet access, and a drop down screen to show commercials or multi-media presentations. The space is completely modular to set up in whatever format works best.	The CONFERENCE ROOM is complete with one-way glass for those times you simply need to observe a process. While you’re watching, get creative – it’s OK to write on the walls here!
The TASTING ROOM makes you feel like you’re in someone’s kitchen as you look at packaging prototypes, taste products, watch consumers assemble meals and lots more. Book your group’s next luncheon or dinner meeting…complete with classical music!	The KITCHEN contains five microwaves, two super-sized refrigerators/freezers, one dishwasher and plenty of counter space. Prep work is a breeze with plenty of comfortable room for all. In addition, an infinite variety of cuisines are available to cater any meeting needs.
Behind the walls is sophisticated HIDDEN HIGH TECH wiring to audio recording for the main areas (CD format so it’s instantly laptop ready). Fusion Loft can accommodate 20 high speed internet connections (or go wireless) so participants can still stay connected to the office during session if needed.

The Reel Life

Our way to recall, remember and relive.

Video montages and stories dynamically illustrate project findings and bring the consumer to life for both internal and external audiences. Our proprietary methodology blends insight development with digital capabilities so viewers can connect in an intimate and emotional way that they will remember and can relive…over and over again.

Here’s an example of a segment ‘bring to life’ video…Meet Megan…our Quick Fixer:

Stories from the road

Our Team

Fusion Marketing Power is a premier marketing strategy firm unlike any other. Each of our project leaders has more than 20 years of executive experience in market research, marketing and product development for Fortune 100 companies. We do more than talk the talk – we’ve walked in your shoes. This extensive real-world knowledge allows us to serve our clients as true strategic partners.

Come meet the team…

Donna Malone	Jodi Oughton-Schmidt	Eleanor Frederick
Kate Kennedy	Jean Skornica	Sheila Sarovich
Nadine Peterson	Tammy Li	Carol Gillen
Martha Moody	Mary Ellen Schumacher	Pat Malone