Advantages Over Standard Focus Groups Alone
- Prevents “group think†by providing anonymity in responses through wireless polling devices
- More diverse opinions – larger group sizes means more opinions are surfaced and can then be explored in the qualitative discussion
- Relaxed atmosphere allows consumers to talk about emotions or “irrational†reasoning
- Data linkage – provides a more complete picture of differences in respondent perceptions as polling data is used to select qualitative participants
- Polling results can be displayed immediately on monitors in the back room (or to respondents if desired)
- Tracks individual responses to help with selection for the qualitative session
Advantages Over Quantitative Research Alone
- More discrimination than online surveys
- Quick turnaround (7 days or less)
- Flexible, guided sessions allowing the moderator to explain issues and answer questions to guide respondents through the survey
- Allows more complicated questions to be quantified
Motivated Respondents
- Relaxed setting means respondents are in a good frame of mind and won’t rush through the session Eliminates “no response†issue
- Consistent stimulus – one interviewer asks all questions for all respondents
- Client observation – pick up additional insights through observation of every session