SNL and the Focus Group

There was a Saturday Night Live skit a week ago that still has me laughing.  Partly because it showed off the comic genius of breakout star Melissa McCarthy (who stole the show at this year's Emmys).  And partly because it showcased what those of us in marketing and market research have seen for years:  the "professional focus group participant."  LOL.

The skit featured Hidden Valley Ranch salad dressing with three focus group participants and a very earnest moderator.  One participant, played by Melissa McCarthy, completely dominated the group and clearly had a lot of experience being in focus groups ... totally makes a living at it.  It's the thing you worry about most when spending money on qualitative research:  will one person completely sway the results and therefore render the group useless from a learning perspective?  We've all been doing focus groups for years now, in all the same cities and locations, so it gets hard to find objective consumers.  Melissa McCarthy sure demonstrated that!

You have to see if for yourself so click here.

I saw shades of Lucille Ball and I saw shades of SNL circa 1979.  Remember the SNL skit about Julia Child and the cut finger?  ROTFLMAO.  I definitely saw SNL coming back to life in this Hidden Valley Ranch number!

What I really want to know is how Hidden Valley Ranch was able to score this little diddy.  Scratch that ... what I really want to know is when Melissa McCarthy is going to be on next!

What's your experience?  Jim.

Jim Joseph

President of Lippe Taylor

Author of The Experience Effect