An interesting point that was brought up was using YouTube as the ultimate focus group. YouTube allows people to comment on videos and even post their own videos in response to others. What an incredible tool for researchers to test and study concepts. YouTube as a medium for research allows for data that IS honest. People respond without the stigma of being in a room with a big ‘mirror’ talking about something. They are sitting in front of their computer in their underwear being honest.

The problem however is people responding just for the sake of argument. People post ridiculous responses simply for attention and those responses represent neither a group’s view nor that individual’s. I think though that there is something interesting to look at with using YouTube systematically to study ad concepts and ideas.