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Focus Groups: Traditional and Web Groups |
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Qualitative Expertise |
KL specializes in focus groups and in-depth interviews
for:
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- Print Publications
- Communications Technology
- Computer Services
- Entertainment Sources
- Health Care / Pharmaceutical
- Sports World Issues
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Focus Groups / In-Depth Interviews /
Ethnographic Research |
KL specializes in imagery exercises to personify brands
and products. These creative techniques move respondents
beyond basic boring information (Yeah, Nokia is a pretty
good company) to insightful brand positioning (Nokia
would be the coolest guy at the party, holding a martini
shaken not stirred and listening to Counting Crows).
KL then codes the transcripts to develop perceptual
maps. Are we guilty of adapting quantitative techniques
to focus groups? Of course. The findings are only
directional, but a perceptual map is a visual tool for
quickly conveying the key insight. We'll be guilty as
often as you like if it means our customers "get it". |
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Traditional Focus Groups |
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Traditional Focus Groups are moderated at a facility,
your offices or trade show, with an edited video summary
in mind. This ensures that clear and concise quotes are
obtained at the source. |
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In-Depth Interviews |
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KL uses a "journalistic" approach, securing a more
accurate picture of the respondent's true attitudes.
In-depth interviews can be conducted in person, by
telephone or on the Web. |
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Ethnographic Research
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Observation of customer behavior adds invaluable
insight to the qualitative process. While frank
discussion with respondents reveals attitudes and
intentions, observation of actual behavior provides an
understanding of what consumers really think about a
product based on what they do, no just what they say. We
observe interaction with the product in the household,
office or research venue, or by joining and observing
behavior in online forums.
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Web Groups |
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You know what the problem is with typical web groups?
The most critical skill is typing.
Chat captures typing skills, not product knowledge. |
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The KL Solution - Audio & PC Marriage via
FocusOutreach |
At KL we wrestled with the chat dilemma for three
years. All the web enhancements in the world couldn't
overcome that typing thing.
To solve this dilemma. KL developed FocusOutreach. |
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FocusOutreach offers: |
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- PowerPoint Presentations serve as the topic
guide
- The host computer controls the discussion flow
- Audio is picked up via a Conference Call
- Audio is recorded (quality superior to focus
group facilities) for transcripts
- "Instant polling question" feature allows for
collection of unbiased opinions
- Chat window allows for private messages and
ability to collect unaided awareness
- Use of "text tools" allows you to draw and
highlight sections of your page
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FocusOutreach Advantages |
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- AUDIO / VISUAL STIMULI
- Present concept statements, ad boards, radio
commercials
- UNBIASED REACTIONS
- Polling questions collect data instantly and
force respondents to hold to their viewpoints
- Chat feature allows for collection of
unaided awareness
- FULL TRANSCRIPTS
- Robust answers, not just shorthand chat
comments
- COST
- 20% less than traditional focus groups
(and that's before you add up travel costs.
Besides how badly do you really want to visit
that Industrial Park near the airport anyway?)
- SPEED
- Convenience factor allows groups to be
scheduled within a week
- SAMPLE
- Stop relying on the usual suspects in the
usual major markets
- When your sample base is limited, this
allows focus group features (audio, visual
stimuli) on a virtual basis
- Global reach, talk simultaneously to your
London (5pm), NYC (Noon) & LA (9am) customers
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