To test or not to test, that is the question. Some see focus group testing as a powerful tool others view it as a complete waste of time. Given all things equal, I say test, test and test. Outside perspectives can be really valuable particularly if you’re looking too closely on a project. It eliminates bias and allows us to get a taste of reality.
Focus Group Testing need not be expensive. The important thing is to involve those who matter most – your target customers and internal stakeholders like employees. And ask the right questions. Face-to-face interview is highly recommended but you can live with questionnaires. Create a focus group with a mixuture of business and personal associates. Get family members involved. As friends for their opinions.
When you are presented with your initial logo design concepts, print them out and make a few copies and pass them to your focus group. All this effort will give you a good ROI in terms of being able to understand how the logo concepts affect people with different backgrounds.
The goal of a focus group testing is not to just know if they love or hate your new logo design. It’s about understanding the reasoning and emotions behind their reasons. Use open-ended questions to unlock insights. Probe every statement. If they say it’s beautiful, ask why. If they say it’s really hideous, ask why. Take note of first impressions as well as any changes in reactions.
Find out the associations with your brand attributes. More importantly, find out what’s missed out. The stronger the connection of logo to your selling points the better. Solicit suggestions on what to improve on. You’ll be surprised how much ideas you will get just by listening.
And don’t forget to compare your logo against your main competitors. Find out where your logo stands relative to existing brands or business in your industry. Is it distinct enough to be recognized amid other logos?
Focus Group Testing logo designs is also very important if you’re entering foreign markets where you have no idea about culture and customs. Some words may be offensive when translated in different languages. Simple images and basic shapes, on the other hand, might connote something negative or rude. Test the water first.