News

18.02.2011

Online focus-groups: initiative project carried out

ADD UP Research agency implemented the initiative project for carrying out focus-groups. The focus groups within the mutual project between ADD UP Research and Tiburon Research has been carried out successfully.

Online focus-groups

Development of the Internet, increase of its audience led to change of numerous aspects of life, affected existing interpretation of theory, methods and practice of marketing researches. The idea is that up to 50% of marketing researches in big cities will be carried out in the Web.

Procedure: chat and forum

The focus-group in the format of a chat is the analogue of a traditional focus-group. Such groups are carried out in real time: all the participants (usually 6-7 persons) register on the website and conduct discussion during certain period of time (usually 1-1.5 hours). It is needed to prepare the list of questions and materials: movies, presentations, pictures beforehand. The client follows the discussion in real time and can conduct hidden mailing with the leader of the group correcting his actions. Terms of such research, including the analysis and report, do not exceed 4-6 days.

The focus-group in the forum format is a network analogue of research. Such research last for much longer time. The participants (it can be 30 and more persons) are recruited beforehand and take part in discussion when it is convenient for them. The participants answer moderator's questions and also comment other's replies. The dialogue usually continues for 4-5 days allowing to answer the questions advisedly and thoughtfully. The client can also trace and correct the thread of discussion. The results can be received in 5-7 days after the beginning.

What are the benefits of internet-researches? Obvious pros - reduction of time and cost of works, possibility of quick provision of the results and study of hard-to-reach population categories. For example, there are such groups where it is almost impossible to carry out quantitative research - consumers of unique services and products, representatives of small and hard-to-reach groups of population or people with high income.

Which marketing tasks are solved using online focus-groups?

On the assumption of our experience, we created an approximate list of tasks suitable for conduction of quantitative online researches.

  • Analysis of needs
  • Market segmentation, analysis of single market segments
  • Research of market dynamics
  • Testing of advertisement concept
  • Knowledge of product, relation towards the product
  • Testing of a new product or its development options
  • Testing of product's design and its functional abilities, its packing
  • Testing and development of the name, logo, trademark and brand
  • Evaluation of corporate image and company's policy
  • Clients' and employees' satisfaction
  • Evaluation of client's website, company's website functionality research

    From 2007 ADD UP Research carries out qualitative, quantitative, ethnographical researches for solving the individual clients' tasks. The agency is the member of ESOMAR (European Society for Opinion & Marketing Research). The work of ADD UP Research lies in the creative approach to each project. We outstand the limits of standard solutions, find new sense and make them known to our clients.


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    © Add Up Research, 2007-2012

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    ADD UP Research agency implemented the initiative project for carrying out focus-groups. The focus groups within the mutual project between ADD UP Research and Tiburon Research has been carried out successfully.