RESEARCH, MEET MESSAGING
The Focus Group Tour
Get the social proof, the deep audience insights, and the messaging ideas through the eyes of those who matter most: your audience. Crane + Grey will be conducting focus groups in 6 important locations over the coming months and we’re bringing award-winning filmmakers along the ride. This is your chance to gather the public around the dinner table and discuss your issues.
At the end, you’ll have detailed research and ready-to-share, commercial-quality videos that bring your message to life in the words of your audience.
THE PROCESS
A true focus group, but in a real-world setting. Filmed by the best of the best.
Imagine simultaneously getting a pulse on public sentiment around your issue and building the most effective marketing assets.
Our unique approach to focus grouping simultaneously gathers real qualitative research and uses real clips from focus groups to create beautiful social proof videos to bring your message to life.
For each group, we recruit and gather 10-12 members of the public to meet us around the dinner table for a 2-hour set of conversations. We’ll walk them through the finer points of your organization’s perspective, and we’ll learn how they think about, frame, and ideate on your topics. The result? Your issue framed and packaged by the people you care about most: the public.
Potential Deliverables
- Social Proof Video.
2-4 minute video of highlights and snippets from the conversation that tell your organization’s story through the eyes of the public. - Ad-Ready Assets.
Topic-specific, 30-second commercials built from real public conversation. - Findings Report.
Qualitative research findings report highlighting key barriers, message points, and sentiment. - Full Video + Active Transcripts.
You’ll have a full video and interactive, searchable transcripts.
THE VIDEO
Give your audience a chance to see your message through their own voices. Nothing is more powerful.
THE LOCATIONS
Our US tour gives you a chance to purchase groups at half the cost, gives us beautiful settings and b-roll, and ensures high-end production of assets.
By sharing travel, lodging, venue, and filming costs with other focus groups happening during the same trip, we are able to reduce costs. Pick from the available time slots below and we’ll start developing the research plan.
Philadelphia, PA
Fri 8/27
Sat 8/28
Grand Rapids, MI
Fri 9/2
Sat 9/3
Jacksonville, FL
Fri 9/9
Sat 9/10
Phoenix, AZ
Fri 9/16
Sat 9/17
Atlanta, GA
Fri 9/23
Sat 9/24
Manchester, NH
Fri 9/30
Sat 10/1
THE PACKAGES
Everything you need to find out more about an idea, illustrate a need to donors and stakeholders, or develop a go-to-market attitudinal-shift campaign.
Idea Readiness & Positioning
A traditional focus group but focused on developing and positioning an idea, policy, or new framework in the current public zeitgeist.
You'll get ...
- Annotated Transcripts.
Full transcripts from the groups with in-line annotations highlighting important message and proof points to build your position. - Findings Report.
A full report with analysis detailing exactly where the audience is at in relation to your idea or policy, how they frame it, and how to position it most effectively. - Full Video + Active Transcripts.
You’ll have a full video and interactive, searchable transcripts.
Development Proof & Pitch
A set of focus groups dedicated to understanding how and why people get excited about your ideas and distilling it into a salient video.
You'll get ...
- Stakeholder Video.
3-4 minute video of highlights and snippets from the conversation that tell your organization’s story through the eyes of the public. - Findings Report.
Qualitative research findings report highlighting key barriers, salient points, and areas where your message, policy, or idea is most impactful. - Full Video + Active Transcripts.
You’ll have a full video and interactive, searchable transcripts.
Social Proof Messaging & Marketing
A project designed to pull out the most impactful framing of your idea or policy, capture it, and use it to develop an attitude-shift campaign.
You'll get ...
- Marketing Video.
2-3 minute video encapsulating the social proof campaign messaging with motion graphics, voiceover, and snippets from the groups. - Advertising Assets.
Topic-specific, 30-second commercials built from real public conversation to quickly move attitudes on policies or ideas. - Campaign Messaging Report.
Report highlighting key barriers, message points, and sentiment as understood through each audience segment. Campaign content guide. - Full Video + Active Transcripts.
You’ll have a full video and interactive, searchable transcripts.