I refer to my business, Engel Research Partners, as “a perspectives company.” Some people have asked, “What does it mean to be a perspectives company?” “It’s such a broad term.” “Doesn’t every company have a perspective?” “What does it have to do with marketing research? And how can it help me in my business?” 

All good questions. Combining my experience as a scriptwriter and a moderator, I thought one way to answer them would to simulate a focus group conversation…

PARTICIPANT 1: A Perspectives Company? WTF???!!!

PARTICIPANT 2: Did he just use ‘WTF’ on a business website?

PARTICIPANT 3: Yeah, but is it still profanity if you’re not saying the actual f-word

PARTICIPANT 4: Well, when you read it, you say the words not the letters, so yeah, he’s swearing.

PARTICIPANT 5: George Carlin said there are no bad words, only bad intentions. I don’t think this guy would have bad intentions.

PARTICIPANT 6: And the letters could mean other things.

MODERATOR: Like what? Let’s go to the SmartBoard. Ok, there’s no SmartBoard here. Let’s use the flip-chart.

MODERATOR: So back to that perspectives company thing… What else could ‘WTF” be about?

PARTICIPANT 3: Whatcha Thinkin’, Feelin’?

PARTICIPANT 5: Sounds too much like Sarah Palin.

PARTICIPANT 2: Who cares about her perspective anymore.

MODERATOR: Agreed. You’re actually on the right track. Can anyone build on what she (Participant 3) said?

PARTICIPANT 1: Wants, Thoughts, Feelings?

PARTICIPANT 6: Worldview: Truth or Fiction?

PARTICIPANT 4: Walk Their Footsteps?

MODERATOR: Now we’re talking…