Oblivion_ stories - By David Foster Wallace Page 0,7

a unit, a right-angled mass of fleshtone busts; he’d observe all the faces at once, qua group, so that nothing but the very broadest commonalities passed through his filter. The faces were well-nourished, mid- to upscale, neutral, provisionally attentive, the blood-fed minds behind them occupied with their own owners’ lives, jobs, problems, plans, desires, & c. None had been hungry a day in their lives—this was a core commonality, and for Schmidt this one did ramify. It was rare that the product ever truly penetrated a Focus Group’s consciousness. One of the first things a Field Researcher accepts is that the product is never going to have as important a place in a TFG’s minds as it did in the Client’s. Advertising is not voodoo. The Client could ultimately hope only to create the impression of a connection or resonance between the brand and what was important to consumers. And what was important to consumers was, always and invariably, themselves. What they conceived themselves to be. The Focus Groups made little difference in the long run—the only true test was real sales, in Schmidt’s personal opinion. Part of today’s design was to go past lunch and keep the members eating only confections. Assuming a normal breakfasttime prior to arrival, one could expect their blood sugar to start heading down sharply by 11:30. The ones who ate the most Felonies! would be hit the hardest. Among other symptoms, low blood sugar produces oscitance, irritability, lowered inhibitions—their game-faces would begin to slip a bit. Some of the TFG strategies could be extremely manipulative or even abusive in the name of data. A bleach-alternative detergent’s agency had once hired Team Δy to convene primipara mothers aged 29 to 34 whose TATs had indicated insecurities at three key loci and to administer questionnaires whose items were designed to provoke and/or heighten those insecurities—Do you ever have negative or hostile feelings towards your child? How often do you feel as if you must hide or deny the fact that your parenting skills are inadequate? Have teachers or other parents ever made remarks about your child which embarrassed you? How often do you feel as if your child looks shabby or unclean in comparison to other children? Have you ever neglected to launder, bleach, mend or iron your child’s clothes because of time constraints? Does your child ever seem sad or anxious for no reason you can understand? Can you think of a time when your child appeared to be frightened of you? Does your child’s behavior or appearance ever provoke negative feelings in you? Have you ever said or thought negative things about your child? & c.—which, over eleven hours and six separate rounds of carefully designed questionnaires, brought the women to such an emotional state that truly invaluable data on how to pitch Cheer Xtra in terms of very deep maternal anxieties and conflicts emerged . . . data that so far as Schmidt had been able to see went wholly unexploited in the campaign the agency had finally sold P. & G. on. Darlene Lilley had later said she had felt like calling the Focus Group’s women and apologizing and letting them know that they’d been totally set up and manhandled, emotionally speaking.

Some of the other products and agencies whose branding campaigns Terry Schmidt and Darlene Lilley’s Field Team had also worked on for Team Δy were: Downyflake Waffles for D’Arcy Masius Benton & Bowles, Diet Caffeine Free Coke for Ads Infinitum US, Eucalyptamint for Pringle Dixon, Citizens Business Insurance for Krauthammer-Jaynes/SMS, the G. Heileman Brewing Co.’s Special Export and Special Export Lite for Bayer Bess Vanderwarker, Winner International’s HelpMe Personal Sound Alarm for Reesemeyer Shannon Belt, Isotoner Comfort-Fit Gloves for PR Cogent Partners, Northern Bathroom Tissue for Reesemeyer Shannon Belt, and Rhône- Poulenc Rorer’s new Nasacort and Nasacort AQ Prescription Nasal Spray, also for R.S.B.

The only way for an observer to detect anything unusual or out of the ordinary about the two UAFs’ status would be to note that the facilitator never once looked fully or directly at them, whereas on the other hand Schmidt did look at each of the other twelve men at various intervals, making brief and candid eye-contact with first one man and then another at a different place around the conference table and so on, a subtle skill (there is no term for it) that often marks those who are practiced at speaking before small groups, Schmidt neither holding any man’s eye for so long as to