A client working on a new weight loss supplement expressed THE concern that a not so overweight focus group moderator might fail to build respondent trust and elicit deeper feelings.


A “fat suit” was created from foam, fleece blankets, and weight lifter back support belts.  Our founder wore this suit to conduct the groups. Respondents were very comfortable, insights were revealed, a new product was born.


After the groups, the fat suit was revealed to the client (who was also in the dark on this).  They appreciated the extra effort. The suit was removed before we left the facility. In the building lobby, we ran into a respondent from the last group who was waiting for her ride home. She recognized the moderator but was confused by his lean appearance. To which he replied “I’m telling you, this stuff really works.”