In 1984 Apple launched the Mac. It created an ad which was viewed at that time as an iconic ad. The ad is given in the link below.

https://www.youtube.com/watch?v=2zfqw8nhUwA

In 2007, for the Hatch awards which reward creativity, a video was created. In the video, focus groups are shown a storyboard of an ad very similar to the original 1984 Apple ad for a fictional product called iCube to be launched in 2008. None of the people in the focus groups seem to have seen the original Apple ad and generally give negative feedback to the ad storyboard. The conclusion seems to be that creativity can't be judged in a focus group and focus groups are not that effective. Below is the Hatch awards video.

https://www.youtube.com/watch?v=624FxhJlVM0

Your task

Go through the original Apple ad video and then watch the focus groups shown in the Hatch awards video. Once you do that, comment on this board. Please note that even though this is a team discussion board, each one of you will be separately evaluated on your participation since this is an individual participation activity. The discussion should be centered around the following points:

1) Do you agree with the broad point being made in the Hatch awards video that focus groups are not very effective? Why or why not?

2) What aspects of the way the focus groups were conducted in the Hatch video could have let to the respondents generally reacting negatively to the ad storyboard?

3) Anything else you noticed either in original Apple video or the Hatch awards video?