You can now get real-time reactions to your Web site, Internet software, and product offerings by means of on-line focus groups: We connect respondents via telephone over their standard phone lines, using our specially designed, high-quality telephone conference system; no special equipment is needed on their end. Respondents are at their own computers, so they can all look at the same stimulus materials. They can:
· visit web sites together
· look at new software features
· retrieve and read concept statements and diagrams
· react to new ideas
· learn a new program in the days before the sessions, or in real time.
In other words, you get telephone focus groups coupled with
Internet access. You get total interactivity in real time, in
people's real life situations.
This methodology replicates the best features of
face-to-face focus groups, while removing the disadvantages. You
get the rapid-fire interactivity, openness and depth of
face-to-face focus groups. In addition, you get nationwide
representation and access to hard-to-reach respondents.
You also get greater speed from project inception to completion,
higher-level participants, people working on their own familiar
equipment in their own natural environment. The groups are also
less expensive than face-to-face groups.
We have conducted more than 5500 telephone groups, mostly on
emerging technologies, and the Internet has become one of our
primary areas of expertise. Our moderators are expert in web
products and services, so our learning curve is low.
The mechanics are simple: We recruit via e-mail or by phone
from either your lists or from links on Web pages to a custom
form on our Web site (when you want to guarantee that the
respondents have actually visited the page). We always re-screen
via phone. At the time of the session, we call all the
participants over our state-of-the-art telephone conference
system, our moderator introduces them, gives them some ground
rules, e.g. "mention your name when you speak," and the
discussion starts. We always know who is talking and can adjust
line volumes, etc. People from your company can
"attend" by dialing in from anywhere and can pass notes
to us by signaling our technical assistant. You actually have
more access than with a conventional group.
There are several other areas of capability and expertise that
this methodology has allowed us to achieve:
1. We are experts in high-level, difficult recruiting. We
can get you any kind of person, especially the ones who don't
tend to participate in focus groups: Dealers, distributors,
purchasing managers, software company presidents, IS managers,
engineers, geographically dispersed Beta testers, left-handed
teenage web surfers, etc.
2. We know how to take a fragile, vulnerable idea,
protect it from being trampled in groups, and nurture it into
a blockbuster product. We have a great deal of experience in
interactive media, communications, software and other high-tech
new products.
3. We are experts in word of mouth marketing. We have
special techniques for researching it, and for harnessing it to
your advantage.
The bottom line is that there is an extraordinary match
between your Internet priorities and our services.
For further information, see the articles listed on our home page, call or e-mail me and I'll send
you more information. For much more detailed information, see our
major report Introduction to Telephone
Focus Groups.
Of course, I'll also be happy to discuss how I would approach
any specific marketing challenges you are facing. Call me at 914
365-0123 or
.