Steve Shannon, vice president of marketing for Hyundai's American division, says that while Hyundai has used focus-group testing to help it select and shape its Super Bowl ads for several years this year it went even further and put its two big game spots through an additional focus group test that was done online.

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They wanted to introduce prohibition We decided to test that one with a focus group!

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If you wanted to test a campaign ad, you held a focus group.

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In traditional test marketing, a game designer might test different versions of, say, a polka-dot cow with a focus group.

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