Traditional Focus Groups are great for exploring user perceptions but they are limited when it comes to new concept assessment because:
- They are purely qualitative, there is no quantitative assessment
- More dominant participants can influence others in their evaluations of new concepts
- Shyer participants do not get their views represented as much as they should. Their “little gems” of ideas can be overlooked
To combat this,
the CMR team has created integrated Focus Groups which are more balanced, include a quantitative phase and are more creative:
First Hour: Individual Interviews
- Face to face interviews are conducted to assess the unique and unbiased opinions of each participant on new concepts and / or marketing themes
- This provides the basis of the quantitative analysis and the starting point for the creative session
Second Hour: Creative Group Discussion
- Cumulated results from the face to face interviews are presented, thereby ensuring everyone's views being taken into account
- Creative discussion affirms best concept or stimulates the dynamic formulation of entirely new concepts or marketing theme
As Appropriate
- Live video streaming to enable remote viewing and participation by extended members of client team from anywhere in the world
- Simultaneous translation into English
- Recording onto DVD
