Unisearch Partners
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  • Integrated Qual-Quant Techniques Using Audience Response Technology

Integrated Qual-Quant Techniques Using Audience Response Technology

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Experiential Concept Tests (ECT) and Advertising Communication Evaluation (ACE Test)

Techniques integrate quantitative survey phase (audience response technology) with qualitative effort

  • Utilize individual wireless polling devices (keypads or dials)
  • Customized designs for each specific project

Typical research session (2-2 ½ hours):

  • 25 respondents per group  (can vary depending on objectives)
  • Meetings held in research facilities (or hotel meeting rooms for larger groups of 40 or more)
  • Utilizes a three person team  (including a moderator & technical analyst)

Begins with 30-60 minute “guided quantitative” section on advertising, new packaging or product concepts, positioning issues, etc.

  • Start by collecting demographics, product usage, etc.
  • Standard concept testing (ECT) questions include:  Purchase Interest or appeal, ease of use or handling issues, uniqueness versus the category
  • Standard advertising (ACE Test) questions include: likeability, uniqueness & message relevance
  • Answers appear instantly on client monitor in back
  • Take short break to tally and review results, select 4-8 respondents for qualitative session based on responses, usage, and/or demographics depending on objectives

Conduct qualitative session with remaining time (typically 60-90 minutes)

  • Use ratings gathered to help guide the qualitative session

Analysis and Reporting

  • Rollup summary data available at the end of last group of each day
  • Topline report / data tables / message communication coding available in 1-2 days
  • Final report.  We merge data collected and qualitative reactions to provide fully integrated, actionable report

Master of Science Marketing Research from MSU

Our Business Creed

Our over riding goal for Unisearch Partners is to be the kind of supplier we always wanted to work with as a client. For us, that means several things.

Don't try to be all things to all people.

Focus on key areas where our expertise and experience will impact key marketing decisions, and continually build, refine and evolve our techniques and expertise.

Go beyond simple answers.

Produce findings that will help clients build their business, not just answer the research question at hand. Add value to the research by becoming knowledgeable about the client's categories and brands.

No two projects are alike.

Utilize innovative techniques that are proven but flexible so as to allow us to customize them to meet the needs of the project and the client.

When you hire us, you get us.

We focus our efforts on doing research, not running a larger research company.

We can react fast and do more with less.

The experience researchers do the work. We don't hand off your project to junior staff. When you hire us, you get us.

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