Postcards from the EDGE

A sort of harbour pilot for brands


The two-way mirror distorts your view

I’ve put in 15 years moderating groups in viewing facilities. As a planner I’ve eaten my weight in M&M’s sitting on the other side of the glass. So, having spent time on both sides of that distorting mirror I’m in a good position to discuss the profound difference between the two experiences. ‘Doing groups’ couldn’t be more different depending on which side you’re on. The experience can turn you into a completely different character, depending on where you’re sat - it's Jeckyll & Hyde. It’s the difference between emotionally feeling like a consumer and intellectually thinking like a marketer. The implications are huge. The Moderator… You’re in a room full of respondents eager to answer your