Creative Focus Groups

The quality of creative focus groups depends on the informal/free moderation approach as well as on the available timing.

The creative/ideative focus groups require an ad hoc approach, markedly different from the traditional group interviews:

• In terms of mood: an informal and relaxed approach is the basis to facilitate spontaneity and lateral thinking
• In terms of location: not in the traditional halls of the agencies, but at a designated “deconstructed” location (such as Munlab™ or informal settings of “The Hub Milano” and “Open Milano“)
• In terms of co-creation with the client: he/she may be present in the room and co-lead the focus together with the moderator
• In terms of time spent: 4-5 hours with a break for lunch/dinner help establishing a funny, spontaneous, collaborative, creative atmosphere