Focus Group Screening
Focus group screenings are formal test screenings of a film with very detailed documentation of audience responses. Target audience members answer survey questionnaires and are usually interviewed, sometimes on video. Group discussions following a film with 25-30 viewers are common. Focus audiences may be required not to discuss the film. Their opinion may be recorded by pressing buttons during screening to indicate approval or disapproval. Viewers' faces may be videotaped during the screening. Their involuntary responses may be recorded using galvanic skin response, EKG, or fMRI. Focus group screenings are expensive to run due to the equipment required and large amount of data recorded, so are performed less frequently than informal test screenings. Fully equipped permanent focus-group screening rooms simplify the process, but restrict the location of tests.
Read more about this topic: Film Screening
Famous quotes containing the words focus and/or group:
“I don’t have any doubts that there will be a place for progressive white people in this country in the future. I think the paranoia common among white people is very unfounded. I have always organized my life so that I could focus on political work. That’s all I want to do, and that’s all that makes me happy.”
—Hettie V., South African white anti-apartheid activist and feminist. As quoted in Lives of Courage, ch. 21, by Diana E. H. Russell (1989)
“There is nothing in the world that I loathe more than group activity, that communal bath where the hairy and slippery mix in a multiplication of mediocrity.”
—Vladimir Nabokov (1899–1977)