As the visual representation of a brand, it’s important to know how a logo resonates with your target audience. You want it to inspire, delight or amuse, not confuse, trouble or fluster. You need to get your audience in the same room without breaking the budget. That’s where Crainstorm comes in. Crainstorm allows you to get your audience in a virtual room with all the tools they need to give you helpful feedback. It’s a fast, convenient and efficient way to get the perspective you need to put your logo to the test.
That’s where Crainstorm comes in. Get your ideal customers into a virtual room with all the tools they need to give you helpful feedback. It’s a fast, convenient and efficient way to get the perspectives you need to have confidence to put your logo out into the world.
Prepare for Success
Define Your Purpose
As with any undertaking, your first step should be to define what you’re looking to accomplish. Identify what you want your logo to accomplish. Would you like it to evoke a particular emotion from your audience? Are you trying to paint a picture of the solution you offer or the products or service you provide? Are you looking to highlight a particular set of characteristics or values?
Once you’ve got a clear goal in mind, you can begin to create questions specific to your solutions. Do you need to know if the colours you’re using work to evoke the feelings you want? If you’re using more abstract symbols, are the images clear? If you’re using a particular wordmark or font is it legible? Prepare any materials and background information you’ll want to provide your contributors so you’re ready with your references when you set up your Crainstorm session.
Setup
You’re already a Crainstorm member (aren’t you?), so you can login and click Host a Session. Select your ideal session date, time, length, budget and number of contributors, then fill out the session description and any background information you’ve prepared. You’re also able to add a reference video and website link. Try to include as much detail as you can to attract the contributors that are best suited solve the problem you’ll be presenting in your session.
If you’re looking for informed analysis of the ad, give your participants as much background information as possible. Use the description and additional links to let them know what the logo is, what it’s meant to achieve, and what constraints limit it. If you’re looking for first impressions or emotional reactions, try giving them information later in the process so that constraints and objectives don’t get in the way of fresh eyes and initial reactions to the work.
Choosing Contributors
Now that you’ve setup your session, it’s time to assemble the participants. You can check out reviews and read the profile of applicants to make sure they fall in line with the audience you’re trying to reach. You can even look for the right contributors using search terms and invite them to apply to your session.
Running Your Focus Group
Break the Ice
Though it’s tempting to jump right into focus testing your ad, breaking the ice is a valuable first step. Starting with something fun, where there are no wrong answers, can create an environment of collaboration, where contributors aren’t afraid to share their unfiltered opinion – even when it might seem silly or random. Check out a few Crainstorm-friendly examples here.
Getting Down to Business
When you’re ready to begin your session, here are some tips to get you started on the right path:
- Prepare your questions beforehand but don’t be afraid to follow the flow conversation down some rabbit holes. Bringing in new perspectives could lead you down a path you didn’t expect, and since their input is what you’re after, it may be worthwhile.
- Allow for gaps in the conversation that allow the participants to think and consider their answers without feeling pressured to rush through your questions.
- Give yourself room to listen. Use more open ended questions, fewer ‘yes’ or ‘no’ questions, and let your contributors ramble a bit. Their ramblings could lead you or other participants to new insights.
- Ask each member a question. Don’t let participants get steamrolled by their more dominant peers. Just because a participant is quiet doesn’t mean they don’t have a lot to say or any valuable opinions to contribute.
- Keep your input to a minimum. Steer the conversation back to the questions at hand as necessary, but remember you are an authority in the group and your input could affect what participants feel comfortable saying.
- Don’t forget to use visuals. The whiteboard is a tool on Crainstorm that allows you to draw and share media. Particularly if your logo is visual, this tool could come in handy.
- Consider A/B testing. Prepare a variation of the logo and let the audience decide which direction they like better. We suggest changing one thing at a time to avoid confusion over what swayed their opinion.
- If you hit an unexpected lull, experiment with changing constraints or objectives. This can give your target audience the opportunity to provide suggestions that might help get to the heart of your ad. What would it look like if it had the budget of a Super Bowl spot? What if it needed to be in only black and white? In a different medium? Half the size or length?
- As the session progresses, be sure to document all insights and feedback. Take a screenshot of the whiteboard, record your session or copy down all the messages exchanged.
After Your Session
Review Your Key Takeaways
Once you’ve collected everything, review your notes to find any feedback that warrants or inspires a change to your work. You may encounter some ideas that are less relevant than others, but don’t toss anything away too soon. Any feedback that doesn’t solve your current problem could be the solution to a future one.
Avoid paralysis by analysis. You can focus test, focus test again, re-adjust, then repeat the process over and over. Crainstorm makes the research process easy, but it can be a slippery slope. At some point you’ll need to trust your gut and launch your ad. No ad is perfect, so be comfortable with the fact that a segment of your target audience might not be 100% on-board. Better to be bold and speak to your ideal audience than to be bland for the sake of making everyone happy. Take what you learn in your session and put it to good use, then move on.
Review Your Contributors
Finally, don’t forget to review your contributors while your session is still fresh in your mind. Give an open, honest assessment of their contribution to help future Crainstorm users.
