2007 Hatch awards - why focus groups suck.

Adland: 

Remember kids, the data will admit to anything if tortured long enough, and half starved people in oxygen-drained rooms giving their light-headed-due-to-free-soda-and-no-food input on commercials in exchange for a subway coupon, ain't gonna get you any good answers, ever. Especially not when you ask the wrong questions. This focus group watching Apple's "1984" proves it. At least it makes entertaining (and sometimes painful) viewing at the opening of the 2007 Hatch awards.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.