Why The Traditional Focus Group Is Dying

It’s hard to believe Indianapolis Colts star quarterback Peyton Manning needs any introduction. He is, after all, the leader of the NFL’s top-ranked team and part-time pitchman for MasterCard International. But after copy testing on the latest “Priceless” commercial revealed that a significant number of consumers weren’t aware of Manning’s fame, the company’s advertising agency, McCann Erickson, New York, decided to tweak the spot to spell out his identity before airing it this month.

MasterCard frequently turns to Millward Brown, one of the world’s leading research agencies, to test copy.

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