Tom H. C. Anderson - Next Gen Market Research

GroupThink Never Before Seen Clip and Exclusive Interview just for NGMR

Last month I posted about a new web TV comedy series about Market Research which was being discussed on NGMR. GroupThink is so cool because it allows us market researchers to get a humorous glimpse a la ‘The Office’, of what the outside world may think of us (good or bad).

Since I first posted about GroupThink it has been mentioned quite a bit among other market research bloggers and twitterers. So today I’m happy to post an interview with the two creators of GroupThink, Angela Espinosa and Wendy Rosoff.

But first, as a bonus, an exclusive never before seen episode of GroupThink, only here on Next Gen Market Research.

Now on to Angela and Wendy.

Tom: Tell me a little about Groupthink, how did it start?

Wendy: Angela had been developing a show about two casting agents with another writing partner and luckily for me, that partnership wound up not being a perfect fit. Angela and I had worked together previously as series regulars on another web series, and she called me up and told me that she had this idea but she wanted to change the profession from casting directors to market researchers in a focus group facility. We had a meeting, started brainstorming, and the rest is history!

Tom: I understand the decision to use a market research focus group facility as the backdrop for your show was in large part due to production costs. i.e. it’s a good argument for having the actors in one room and have new people coming into that room. Were there any other settings that you considered? Why did market research win out?

Wendy: The only other setting that was toyed with was the casting office, but that didn’t really grab us. We thought having Groupthink set in the focus group world was a more unique and therefore intriguing idea. Putting the world’s most self-absorbed women in a setting where they have to spend their days focusing on other people’s thoughts on the minutiae of life - do you like the color of the box? Would you buy more if we called it “Crisp Snap?” “Why do you keep touching the pink one and not the brown?” - was fun. Plus, let’s be honest, it’s a dream setting for product placement and branded entertainment!

Tom: What are your backgrounds in entertainment?

Wendy: I grew up in the business when I started singing with the Metropolitan Opera as a kid. I’ve done everything from Broadway to feature films and everything in between. In the last 3 years I’ve become extremely passionate about New Media and consider myself incredibly fortunate to be around during a time in entertainment that quite literally is changing the name of the game. I’m so excited to see where we will all be in a few years from now.

Angela: I’ve bounced back and forth between corporate America and the improv world but like Wendy find myself becoming more and more focused on New Media. It’s such a fascinating time to be a part of it. The rules are evolving everyday and there’s a sense that you’re a part of something big and game changing…

Tom: Angela, I understand your experience with market research is from corporate America. Can you tell me a bit about that and how it helps you with the show?

Angela: In terms of market research, my experience comes from the hours of transcription I did for different focus groups and it helped to acquaint me with the terminology as well as some of the characters you find participating in market research groups. But what I draw on most when writing are my years as a consultant with Cap Gemini Ernst & Young. We weren’t running focus groups but, like Cynthia and Pilar, there was a tendency to lose sight of the bigger picture and just obsesses over details. I remember my team losing it, LOSING IT, because we didn’t have bright yellow post it notes for a presentation. We were going to have to do the presentation with the assy looking orangish ones made from recycled paper. There was a war going on in Afghanistan and all I could think about was the fact that I had to use ugly, recycled paper post its. Don’t talk to me about tragedy, I know tragedy.

Tom: Wendy I understand your market research experience is from High School. Can you tell me a bit about that?

Wendy: Um, yeah…. When I was in high school I had a pretty illustrious (cough, cough) career as a focus group participant…. In fact my friends and I were regulars. For high schoolers, it was an awesome opportunity to make cold hard cash! I don’t know if the facilities in our neck of the woods didn’t have rules to abide by or they just ignored them, but I did them weekly for a time. So I had the opportunity to witness first hand the inherent comedy that occurs in the room. I’ve never forgotten it.

Tom: I also understand that your brother is in marketing or market research right? Do you mind sharing what company and what he does? How has he been helpful in the production? Has he taken you to real focus groups, if so how many have you been to? What has your experience been?

Wendy: My brother is no longer in that world, however he was when he first got out of Business School, and was working for a company in DC that I can’t recall the name of. But when we need to reference certain things, I’ll definitely give him a call. I actually cull quite a bit of information from one of my dearest friends who works for a company called Envirosell. She’s a tracker, and I have interviewed her extensively and have actually been to their offices in NYC. It’s fascinating stuff and again, soooooo ripe for comedy.

Tom: I like what you say about focus groups being unique, like a subway, a clustering of people from different socio economic backgrounds coming together for one common reason. Of course most of the time I think we separate people into different groups with peers. Have you ever thought about mixing the acting with reality? I believe the Jamie Kennedy Experiment did this a couple of times.

Wendy: Absolutely. It’s already in the works…we can’t give too many details at the moment, but there will be some significant growth and change in the world of Groupthink moving forward with lots of new fun elements to reflect the focus group reality.

Tom: Do you guys do the writing as well as the acting? Can you tell me a bit about how the writing works?

Wendy: We do the writing as well. A lot of times the episodes are inspired by a product. The Hair Umbrella for instance. When we saw that in the catalog, my mouth started to water and we just looked at each other like, “Of course.” So we start to play “what if” in terms of what kinds of productitioners would provide the most contrast, clash with the product the most… Other times Wendy and I will be inspired by our own conversations (scary too say). “Firm it Up” for example. That came about when Wendy thought we should have a catch phrase for the show. We started to talk about it, she started to throw out some ideas and after about a minute of us going back and forth I said, “We need to type what we’re saying. This is the episode.”

Tom: I believe you’ve said you’ve seen too many mommy shows and sorority shows out there and that Group Think is a “Female Buddy Show…it’s Cynthia and Pilar against the world, and when it’s not it’s them against each other”. Who is your target demographic for this show?

Wendy: Based on our stats we are almost completely split down the middle between males and females ages 19-45, and that is exactly who we were aiming for when we first started releasing episodes. It’s for people who love the humor of The Office and the Flight Of The Conchords.

Tom: What makes for a better source of comedic material in your opinion, corporate America, gender stereotypes, minutia of market research…?

Angela: Well, I’m a little biased and would say corporate America. But really, our work is all about the comedy of errors that happens on a daily basis in everyone’s life. It doesn’t matter if you’re in entertainment, market research, etc. There’s a great deal of humor in people trying to connect to each other and that’s what we love to shine a light on.

Tom: Group Think is ’self produced’ what does that mean? How do you plan to fund the show? Have you looked into market research companies as sponsors of episodes?

Angela: In a nutshell, self-produced means that when we first started shooting we paid for everything ourselves, out of pocket. Shortly after we launched, we added a donation button to our website and we were lucky enough to have fans help us out. And, yes it would be ideal for a market research company to be a Groupthink sponsor, particularly a West Coast facility where we could shoot! Unfortunately, we recently lost our shoot site. We are also partnering up with a production company to give Groupthink a chance to blossom to it’s true potential.

Tom: I’ve noticed in our most recent research that TV viewing on the computer is really gaining in popularity. Sites like Hulu for instance. How do you think Web TV will evolve in the next couple years?

Angela: The Holy Grail right now is finding a way to monetize the web, once that formula is discovered then the floodgates will really open. Advertisers will start to see web shows as “real” and the line will blur as to what’s “web” and what’s “TV.” It’s already starting, a lot of today’s web shows can be seen on your television as an On Demand show, and of course most of the network shows can be seen on the web via the network’s website.

Tom: What are your plans for Groupthink?

Angela: We’re in the middle of writing the pilot for the show where you’ll be introduced to the auxiliary characters of Groupthink and the world of the show will be fleshed out more fully. The episodes up to now were a proof of concept for us where we got to play with certain elements, see what worked, what needed adjusting. Now we’re taking what we learned and writing the full show - this time with (God willing) funding!!!

Tom: Are there opportunities for fans to contribute ideas for the show? Is there a way for NGMR members to send you suggestions for the show?

Angela: We would love it. They are welcome to email us at Wendy@groupthink.tv or Angela@groupthink.tv…. Or let’s start a thread on your blog if you prefer! We’re always open to new ideas!

Tom: Thanks so much, I look forward to seeing many more episodes, and I’m sure several NGMR members would love to share their war stories with you here on the blog or in our group on LinkedIn. Best of luck to both of you!

@TomHCAnderson