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Here is how we get The
Numbers, The Insights & The Emotions. |
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The
Numbers
For a typical group we suggest recruiting
for 25 participants for a 2 hour session.
The first 45 minutes of the group is plenty
of time to administer the questionnaire using
the keypads, or to show a number of commercials
using DecisionTrac, or a combination of the
two. Since the data is instantly tabbed and
graphed, we then spend 10 minutes with the
client and / or the moderator discussing the
outcomes and learning so far, and determining
the best course of action for the qualitative.
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The
Insights
For the remaining hour, we
choose the 8 to 10 best qualified respondents
from the original group to take part in the
qualitative session. The moderator is armed
with the most current data from the preceding
quant session and is prepared to probe and
delve into issues arising from the Numbers.
And since the data can be segmented by demographics,
we can select precisely the right respondents
for our qualitative session.
Truly a more Focused qualitative session. |
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The
Emotions
Using the AdSAM method for
Emotional Response Mapping, we can pinpoint
the emotional involvement that each respondent
has toward the stimulus, brand or idea. Because
we use the keypads to gather these responses
(employing the AdSAM non verbal graphic) together
with the AdSAM Perceptual Map as designed
by Dr. Jon Morris, we know exactly which respondent
is feeling what emotion. We gather this information
in the initial quant session and can use this
information to select the most relevant respondent
for the qualitative session
Does your traditional focus group deliver all this?
As we repeat this process over a number of
groups we merge the data from previous groups.
As we do this the sample size for the quantitative
becomes significant. We can quickly determine
national and regional numbers and now you
can make Better Decisions.
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How Do We
Work Together?
Better Decisions
is here to support you. We can be as involved
in your project as your needs and budget demand.
For some clients we manage it all; the recruiting, the fieldwork, facility coordination, professional moderating and, of course, the Better Decisions processes.
For others we simply piggy back on the existing
program and work collaboratively with existing
moderators and facilities. Either way we are
here to make your project work and for you
to make…
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"This {report} looks very good! I appreciate the work you put into this. It was very successful. Thanks."
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P. Gaynor, Mercury Marine |
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