Once-a-Year to Always-On: How Modern Focus Groups Unlock More Client-Approved Ideas
For years, agencies have treated focus groups as a luxury, something reserved for big-budget initiatives or critical brand launches. At $25,000–$50,000 a pop and a 3-5 week turnaround, they were never built for the pace or economics of today’s agency life. Most strategy and planning teams only get one shot a year, leaving dozens of campaign routes, brand platforms, and positioning ideas to be approved, or rejected, without audience validation. That’