Focus Groups
Focus groups are used to explore a
range of opinions, test new product ideas and probe underlying reasons for
behavior. Screening questions enable us to select a very specific audience
to talk to. Although very enlightening, focus groups are not statistically
valid or projectable.
On-line Focus Groups
On-line chat groups allow us to conduct focus groups with a specific audience
that is difficult to convene in one place. They are especially useful for
reaching participants comfortable with the medium yet difficult to reach in
more traditional ways, such as users of a specific computer component, young
singles, or business-to-business audiences. Individuals are screened and
given a password to enter our secure "Become a Statistic" site to participate
live at a given time and date.
Mystery Shopping
Businesses with multiple locations often use mystery shops to be sure that
each branch or store is adhering to company policy. Cleanliness, courtesy,
signage and décor are checked by researchers who look and act like typical
customers. CRC field researchers may even go into “deep cover,” setting up
actual bank accounts or negotiating actual purchases to be sure that
tellers, salespeople and service representatives are following company
protocol. CRC has handled studies throughout Wisconsin and in several other
states.
IDI's /1 on 1's
Individual, diad, or triad interviews are often used for visual or sensory
testing of ads, tasting food, or testing the use of products. Recruited from
malls or pre-recruited by telephone, smaller samples are often helpful in
exploratory research.
Observational and Ethnographic
Observation studies are used to determine the ease with which respondents
can understand and use a new product or service. They can also be used to
evaluate a web site for ease of use, navigation and comprehension.
Usability Testing
When product designers want to see if their idea really works, CRC recruits
likely users to try it out in our testing rooms. From behind a one-way
mirror or on videotape, clients can watch Internet users browse a new Web
site or try to transfer funds from one bank account to another. They watch
parents try out a new baby wipes box while diapering a real baby, or watch
children play with a building toy. Awkward packaging, unclear instructions
or small construction flaws can be tweaked before the product hits the
market.
Product Testing
A more intensive type of usability testing involves in-home trials. CRC
recruits consumers that match the target market and provides a supply of
test-labeled cake mix, paper towels or dog treats. Consumers keep a use
diary for an assigned period and return to be interviewed. Different
formulations, flavors, packages or instructions can be tested against each
other.
Taste Testing
For food, beverage, snack and candy clients, getting feedback may involve
feeding people. CRC conducts taste tests in the field at grocery stores,
malls and fairs, and also recruits very specific consumer types for more
elaborate taste tests at the CRC test kitchen. Carefully randomized blind
presentation and detailed feedback questions yield reliable data that
manufacturers can take back to the laboratory or the marketing department. |
