Colleen Bayus

Using Focus Groups to Make Better Videos

There’s what you expect your audience to think, and then there’s what your audience is actually thinking. Sometimes, these can be entirely different. But, you won’t know unless you test it. For the release of the 2014 Consumer Action Handbook (CAH), the Federal Citizen Information Center’s marketing team piloted a series of videos. The videos intended to showcase the expertise of the CAH’s editor-in-chief, Marietta Jelks. Using letters received from the public asking consumer questions, Marietta gave her advice, trying to help not only the writer, but other members of the public who may have similar problems.

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