IN-PERSON FOCUS GROUPS: PERCEPTION ANALYZER DIALS
Perception Analyzer™ dial groups share both qualitative and quantitative aspects: they are qualitative like traditional in-person focus groups in that a small number of people are interviewed in a group setting, quantitative in that real-time data is collected through a wireless hand-held device and PC set-up. Perception Analyzers utilize a real-time response measurement research technique used to gather instantaneous data from a group of respondents who are subjected to an input stimulus, for example a speech or a television commercial.
Complete demographic profiles can be run for the data collected, and clients in attendance can see the results as they are collected. Dial groups are especially useful in comparing advertising, either within the same line, i.e., to test which ad for a product or concept works best, or against your competitor’s advertising. In addition, this technique is well-suited to measuring reaction to television shows, company videos and other message and content-driven materials, such as speeches, sales presentations, corporate reports, and brochures.
Roughly 30-40 respondents are recruited for a dial group session. The dial session is roughly 45 minutes to an hour and then respondents are broken up into smaller focus group discussion sessions of roughly 10-15 respondents.
Public Opinion Strategies has used this technique successfully for advertising testing, both message and visual content, for a number of clients. We have completed hundreds of Perception Analyzer™ groups, testing material such as political campaign ads, corporate ads, candidate speeches, public awareness spots, segments of television shows as well as radio ads.
We have used Perception Analyzer™ dials to do extensive media testing at the presidential campaign level, for major health care initiatives, and for a variety of corporate clients.
Dial groups are conducted in professional focus group facilities. These facilities provide the client with an interactive opportunity to view the groups as they take place via a one-way mirror. This also allows for interaction with the moderator and provides for spontaneous probes and questions during the groups. All groups are audio and video recorded, and we have the capabilities for groups to be webcast to help alleviate travel for the client to multiple cities.
In areas without a professional focus group facility, we reserve adjoining conference rooms in a conveniently-located local hotel or conference center. One room is used to hold the group discussion, while clients discreetly observe on closed-circuit TV in the adjoining room.
Dial groups are well-suited for measuring reaction to content-driven materials, such as television shows, TV and radio advertisements, speeches and debates, and news clips. Recruited participants can be targeted by constituency or target audience.