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Creative Feedback : What You Do You Live With? Who Is Responsible For Most Of The Chores

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I. WARM UP (10 min)

Moderator welcomes respondents to facility (describes one way mirror, recording, people behind mirror, no right or wrong answers) and explains that these two hours are a chance to offer perspective on brand communication.

o Please tell me a little bit about yourself? What do you love to do? o QUICK: Who do you live with? Who is responsible for most of the chores in the household?

II. CREATIVE FEEDBACK: 4 IDEAS

Four Concept areas will be explored MONADICALLY (one at a time), and rotated to avoid bias. Each concept will be presented twice to ensure comprehension.

Moderator to explain to participants: You are going to see four different ideas, and we will spend our time together discussing those different ideas. The ideas are in rough draft format, so you will need to use your imagination. Each idea will be presented twice. Do not take notes while watching; simply let the idea wash over you. Moderator asks respondents to write the answers to the following questions on pre-made sheets that contain the questions: 1. What is the commercial trying to tell you?
2. And what’s your personal reaction to that message? o ONLY AFTER FIRST EXECUTION: What product is being advertised?

GROUP DISCUSSION:

o WILL ASK DIFFERENT RESPONDENTS: What is the story of this commercial?
• Anyone have a different story?

SHARE RESPONSES FROM WRITTEN EXERCISE

o Is the message of the commercial important or interesting to you?

o Is the message clear?

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