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In this episode of Don't Kill the Messenger, host Kevin Goetz brings together three of his top focus group moderators from Screen Engine to reveal the secrets behind their craft during the filmmaking stage of movie testing. Terri Cavanaugh (VP of Qualitative Insights), Ari Virgil-Paige (Executive VP of the Movie Group), and Aaron Feuer (VP of the Movie Group) reveal how honest audience feedback helps filmmakers perfect their vision.

What Makes Focus Groups Essential (01:43) The moderators explain why there's no substitute for hearing verbally from audiences and how focus groups add crucial nuance beyond quantitative data.

The Magic First Question (02:27) Aaron reveals the power of asking "Can you give me a word or phrase to describe what you just saw?" and how those initial responses catalyze entire conversations.

What Makes a Great Moderator (06:33) The team discusses essential qualities, including curiosity, intuition that can't be taught, and the ability to read a room while multitasking through multiple layers of observation.

The Most Important Question (14:04) Each moderator shares their approach to the one question they'd ask if limited to just one, revealing different philosophies about serving the client versus finding truth.

Dealing with Naysayers (18:51) The moderators address criticism head-on, explaining why they're advocates for the audience, not critics looking to serve their agendas.

Handling Difficult Respondents (27:29) Practical advice on managing disruptive participants, from body language techniques to knowing when to remove someone entirely.

Building Trust Quickly (30:42) Techniques for engaging audiences immediately, from working with shy kids to using strategic authenticity to create safe spaces for honest feedback.

Filmmaker Appreciation (35:12) Stories of working with receptive movie directors like Peter Farrelly, Paul Feig, Matt Damon, and the Russo Brothers, who embrace the process and see research as a valuable tool.

The Art of the Nugget (41:22) How one small audience insight can crack the code and solve major story problems, with examples of breakthrough moments that transformed films.

These moderators demonstrate that great focus group leadership combines theatrical instincts, detective curiosity, and empathy for both audiences and filmmakers. Their stories reveal the delicate balance of extracting truth while respecting the creative process.

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Host: Kevin Goetz

Guests: Terri Cavanaugh, Ari Virgil-Paige, and Aaron Feuer

Producer: Kari Campano

Writers: Kevin Goetz, Darlene Hayman, and Kari Campano

Audio Engineer: Gary Forbes (DG Entertainment)

For more information about Screen Engine:

Website: https://www.screenengineasi.com/

LinkedIn: https://www.linkedin.com/company/screen-engine-asi

Instagram:

For more information about Kevin Goetz:
- Website: www.KevinGoetz360.com
- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/
- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360
- LinkedIn @Kevin Goetz
- Screen Engine/ASI Website: www.ScreenEngineASI.com

How to Score in Hollywood

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