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Thursday, February 14, 2008

Report on SS Group 12 Feb 2008

Executive Summary

The 12 Feb focus group (2hr/25$/8F-3M/25-35) was carried out with the "parents" group demographic. This group is instrumental in introducing new viewers to Sesame street, but targeting and measurement of response rates is difficult. Following are take-aways from the focus group:

*Oscar is too grouchy.
*Big Bird is slightly too big.
*Parents noticed child actors are cuter than actual children. No judgments rendered.
*Male respondents indicated need for "more lolis."
*The Count is irritating to 4 of 11 respondents, all female.
*Bert and Ernie are still perceived to be homosexual. However, this is now seen as a positive. "When are they getting married?"
*No more arts and crafts segments that use glue or parental effort.
*One respondent asked where Mr. Rogers was.
*Sesame Street is good to watch when the respondents are "high."
*Song rated well, but major key consonances too predictable.
*"Tickle my Elmo" jokes increased by 14% over 2006 group.

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