Don't Kill the Messenger with Movie Strategist Kevin Goetz

Special Episode: The Art of Audience Test Screening Focus Groups in the Filmmaking Process

Jul 16, 2025
Guest
Aaron Feuer
Guest
Ari Virgil-Paige
Guest
Terri Cavanaugh
In this engaging discussion, focus group experts Terri Cavanaugh, Ari Virgil-Paige, and Aaron Feuer from Screen Engine share their insights on the art of audience testing in filmmaking. They reveal why honest audience feedback is crucial, highlighting the game's changing first question that sparks rich conversations. Each guest outlines their approach to moderation and the vital skills needed to navigate diverse responses. They also tackle the challenges of managing difficult respondents and advocate for prioritizing audience needs over personal agendas.
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INSIGHT

Power of Verbal Audience Feedback

  • Hearing verbal feedback from the audience adds critical nuance beyond just survey numbers.
  • The initial word or phrase audiences give about a film catalyzes the whole focus group conversation.
ADVICE

Essentials of Great Moderators

  • Great moderators must be naturally curious and able to multitask by observing audience, clients, and group dynamics.
  • Trust your intuition and be authentic instead of imitating other moderators to find your unique style.
ADVICE

Focus on Core Audience Hesitations

  • Always ask questions that get to the core issue hindering audience enjoyment.
  • Position your objective like an actor: you must get every ounce of information from the group, or you've failed.
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