After years of sitting in focus groups (ho, hum), I became a big cynic of this traditional method of gaining insights on consumer behavior. I mean, after all, how many of us experience brands in a dimly lit room, with 7 other people we’ve never met before, and a group of executives closely watching our every move behind a two-way mirror?
After reading an article in Springwise about the growing trend: Tryvertising , I became very excited about a new crop of parties springing up around the world.
House Party encourages people to host parties at their home to try out new products, previews and brand concepts. You can browse through the list of parties they have coming up and once you’ve signed up, House Party will provide you with a Party Planning Wizard to create guest lists and track and replies. In return for hosting an event, you & your guests get sneak previews of the best TV shows, free stuff, and the best offers out there on the things you really like.
This is a huge benefit for companies looking to test their products / ideas. They get exposure to thousands of potential consumers and enable these consumers to experience their products in the comfort of their home.
So, what does this idea mean for event planners? Pitch your clients the idea of bringing their focus groups out of a traditional facility and into an environment that’s relevant to their brand. Partner with a fantastic restaurant to research a new wine, hold a cooking class to research a new pie crust product, organize a big party to research a new board game. The opportunities are endless.