Why Jake Peralta Would Be Great at Conducting a Focus Group
One of the funniest scenes in Brooklyn Nine-Nine must go to Jake Peralta making criminals sing Backstreet Boys’ “I want it that way.” It shows that Jake is a master of the one-way mirror, which is a key element in any kind of focus group. However, Jake has much more than his experience with the one-way mirror to be a good conductor in focus group.
Video Link: https://www.youtube.com/watch?v=ffyKY3Dj5ZE
Marketing Focus Group Essentials
Creative questioning: Jake Peralta had successfully tricked multiple criminals into confessions. Although we are not trying to drive confession in focus groups, we need to ask the right questions to get to the insights we need. A successful focus group depends heavily on the quality of the questions. A conductor must first understand what the purpose of the focus group at the moment is. It helps to guide what questions to be asked and what order they are to be asked. Lame questions, lame results, no insights.
Detective mindset: Jake’s persistence to solve this case highlights the purpose of a focus group - finding insights to solve problems. Owning critical thinking and problem solving skills like Jake would help a focus group conductor to have multilevel thinking and have the problem to solve in mind as he goes. The conductor would then pick up insights along the way with the right mindset on the particular problem that needs to be solved. Again, know what the purpose of the focus group is, and then listen carefully.
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Detail observation: One of the main reasons to use a one-way mirror in interrogation is to observe the suspect’s micro expressions or subconscious behaviors – they always tell the truth. With Jake’s expertise standing behind the one-way mirror to observe, he would make a great focus group conductor in drawing insights from participants’ true response and behaviors. Eyes are just as important as ears when it comes to marketing focus groups!
Summary: Great detectives like Jake Peralta would make a great market researcher 😊