The Praxis Group™ | Involving People.

Working with FWJ, Praxis Research conducted three focus groups to test ad concepts for the Alberta Cancer Board (ACB). Praxis recruited women in three locations throughout the province and invited them to participate in ad testing for mammography. Feedback from all the groups indicated that the ad concepts needed rethinking. Based on an analysis of the results, FWJ and ACB revised their advertising campaign by designing new ads based on participants’ suggestions.