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Erika Hammer, Vice President

It could be. But, it depends on your campaign, media spend/vehicles, and if you do research, it must be done the right way.

Bob Relihan, Senior Vice President

One of the more infuriating experiences a moderator can encounter in a focus group is the respondent who seems to be critical of everything. Show him advertising, and he will quibble about an adjective. Show him a new product, and he will question its quality. Show him a completely different product, and he will have another reservation--Or, exactly the same one. Behind the mirror, the observers are losing their patience.