Artsy Insight: Liz Magic Laser’s Focus Groups

For her contribution to the 2013 Armory Show, Liz Magic Laser sought the expertise of a prestigious community—the New York City art world. “I am assembling a series of focus groups to determine the nature of the art objects and paraphernalia,” she said of her venture, which involved observing groups of professionals—curators, writers, and collectors—from behind mirrored glass as they discussed the identity of the fair. “My idea is to use market research strategies to maximize the impact of the ‘Liz Magic Laser’ brand identity” Laser said, who is known for performance work rather than, say, t-shirts and tote bags. It seems her interactive groups have settled upon a perfect compromise.