The photo or picture sort is often used during focus group sessions to get participants to think harder and deeper about their feelings about the subject at hand.

	The teen girls dove right into the picture sort

In this case, the participants in all seven sessions were instructed to sort through a pile of more than 60 pictures and images cut from the pages of magazines. They each chose an image that represents how consumers see the advertising industry, and one image that represents how they think people in the industry viewed themselves. They were then asked to discuss their choices as a group. As a warm up, they were first asked to select images that remind them of bankers and politicians.

From the exercise, PCI concluded that, in general, both consumers and industry professionals envision advertising as an exciting profession populated by generally honest and dynamic people.

The images selected, and the respondents reasons for doing so, were markedly consistent across all the groups. Although there were some nuances.

On the question of the consumer view of the advertising industry and its personnel, when the images picked and the comments about the images are considered together, the themes that emerged appeared to be a combination of:

• an appreciation for the skills and expertise associated with developing good creative (and a sense that advertisers/creative people develop over time);
• a sense that the quantity of advertising out there is overwhelming;
• a healthy dose of skepticism.

In discussing how consumers feel ad industry professionals view themselves, the dominant themes to emerge were a sense that industry personnel are:

• exhilarated by the variety offered in their job and have stamina to rise to each new issue as it presents itself;
• aware that in order to really "connect" with the consumer, they have to understand what makes the consumer "tick."

From the perspective of industry professionals, it emerged that they believe consumers feel bombarded by marketing messages. Their sense is that, as a profession, they have an unclear reputation among consumers.

As for how the industry people viewed themselves, they see the industry as being intelligent, analytical, needing to be in touch with and respectful of the consumer. They also feel the industry is faced with a challenge to be responsible and to do even better work than in the past.

While space doesn't permit discussing each image selected in detail, several appeared consistently among both consumers and industry professionals.

A SAMPLING:

IMAGE 15

Consumer view of the industry and its personnel. Comment: These "guys" do lunch, they've got all the latest gadgets (e.g. cell phones, the BMer etc.).

Consumer view of how they think ad industry people view themselves.
Comment: They see themselves as up-to-date with all the gadgets to stay in touch.

Industry view of what they think consumers think of them. Comment: Consumers feel this industry is glamorous and we all have the latest gadgets to stay in touch. They also feel we make lots of money.

IMAGE 32

Consumer view of the industry and its personnel. Comment: They're not all flashy. They have to be open to new learning.

Consumer view of how they think ad industry people view themselves. Comment: They see us as the innocents. Or as another respondent explained: "They're always ready for more--they finish a project--go right back in and do it all over again.

Industry view of themselves. Comments: We're always anticipating what will be next. Think consumers understand what advertisers are doing--marketing to them! Consumers are smarter than they were 15 years ago. They love good advertising and we gotta deliver.

IMAGE 66

Consumer view of the industry and its personnel. Comment: They have to be "go getters." They have to be ready to "dance" on Monday morning. It's a rewarding job. They're excited about it.

Industry view of themselves. Comment: It's a job. We apply some strategic thought and solve the problem. I'm optimistic. There are lots of developments.

IMAGE 58

Consumer view of how they think ad industry people view themselves. Comment: They must feel life is exhilarating.

Industry view of themselves. Comment: We're all screwed up. We're zigging when we should be zagging. Feel like we haven't been hiring, training well.

IMAGE 25

Consumer view of how they think ad industry people view themselves. Comment: In order to touch our emotions, advertisers have to see what is inside the egg. They know they need to have greater understanding of us.

Industry view of themselves. Comment: We analyze well--offer strategic insight. There is more to this business than meets the eye.

IMAGE 53

Consumer view of how they think ad industry people view themselves. Comment: Advertisers bridge the gap between two worlds (the product and the consumer).

Industry view of themselves. Comment: Feeling very confident about the industry and what we're accomplishing.

IMAGE 16

Consumer view of how they think ad industry people view themselves. Comment: "Kinda cool. Kinda creative."

Industry view of what they think consumers think of them. Comment: A little odd, ("like me when I was young").