Focus groups are a form of marketing research used to gather opinions and attitudes from a target audience regarding certain products, services or concepts. A company may use focus groups to gather customer feedback on a new product or service, or a campaign may use focus groups to gather political opinions on candidates or ballot measures.
Below are the types of focus groups MMI-2 specializes in, along with the benefits of each type.
- Dial Testing /Audience Response System
- Dial testing offers quantitative precision combined with qualitative flexibility.
- Dials are designed for simplicity and ease of use, yet are tremendously powerful.
- Honest answers to every question, with each respondent having an equal voice.
- Dials allow for anonymity within groups and eliminates “group think”.
- Tabulations of response data it instantly available to moderator, allowing for directed discussion.
- The software provides graphical, crosstab and quick
- Powerful and popular Moment-to-Moment testing.
- Moment-to-Moment video testing of television ads, programs, presentations, speeches, live entertainment, etc. provides material on a second-by-second basis, allowing for precise analysis, delivered in a convenient digital format.
- The resulting moving line graph and superimpose it over the test material producing what we call an “overlay.”
Audience Response Tablets (ART)
- The ability to create robust surveys utilizing a variety of question types and sophisticated program logic.
- Intuitive and customizable features such as "skip logic", where a custom path is created through the survey, based on an answer to a particular question.
- Images and videos can be shown individually on each tablet.
- Real-time results are available, providing instant aggregated respondent results.
- Question types can be broken down into subsets based on previously agreed upon categories.
- ART is easily programmed and executed, and less expensive than traditional interactive group testing systems.
- Good for individual, group and consumer testing.
Online Focus Groups
- Online groups can be conducted with participants from a diverse geographical area.
- Online focus groups can be organized in a fraction of the time required for face-to-face groups.
- Online focus groups can offer a significant savings over face-to-face groups.
- Online groups are good for personal or sensitive subject matter, partly because participants cannot see each other, and partly because they can answer privately, encouraging honest answers.