Hello World!

Today I am pleased to present you my new work in the short film directed by Alexei Karpov “FOCUS GROUP”.

In marketing, focus groups are usually used in the early stages of product or concept development, when organizations are trying to create an overall direction for marketing initiative. In particular, focus groups allow companies wishing to develop, package, name, or test market a new product, to discuss, view, and/or test the new product before it is made available to the public. This can provide valuable information about the potential market acceptance of the product.

A focus group is an interview, conducted by a trained moderator among a small group of respondents. The interview is conducted in an informal and natural way where respondents are free to give views from any aspect. Focus groups are similar to, but should not be confused with in-depth interviews. The moderator uses a discussion guide that has been prepared in advance of the focus group to guide the discussion. Generally the discussion goes from overall impressions of a brand or product category and becomes more specific as the discussion progresses.

Participants are recruited on the basis of similar demographics, psychographics, buying attitudes, or behaviors.

In this film I played a member of the commission to discuss the concept of a new commercial. The film reflects the satire on modern reality, when in pursuit of “hype” people loose the line with reality and move to the level of fantasy, without stopping at any crazy ideas.