An instant response focus group is the 21st century way to explore, chart and act on consumer opinion. Instant response sessions apply scientific measurement to the world of human emotion and feeling. And the results are crunched as your audience reacts, so that you can see which images are working as they are shown.
Carefully-selected participants assemble in a focus group facility (the kind with a room and a one-way mirror). Clients sit “behind the glass” and observe. A specially-trained, experienced moderator leads the group. Each participant is given a wireless device about the size of a smartphone. A dial (calibrated from 1 to 100) sits at the device’s center.
Participants provide demographic information relevant to the question at hand (e.g., liberal vs. conservative; male vs. female; “used the product” vs. “never used the product”). After completing specially-designed, written language exercises before the session’s start, we start the dials…
…and that’s where it gets exciting. We display fashion illustrations as part of ads, book covers, commercials and other media platforms – and they respond second-by-second, image by image, by turning the dial. Our system integrates the live data, segments it demographically and displays statistics to the back-room audience.
The moderator follows up with probing questions to understand why participants feel the way they do.