Audience Response for Market Research
Audience response technology can help facilitate more dynamic and meaningful market research activities, such as customer focus groups, conjoint analysis, product line analysis and employee surveys. Participants interact with the facilitator to anonymously answer research questions using wireless response keypads. The immediate graphical feedback can stimulate in-depth discussion, and polling results can be data-mined for further analysis.
Improve quantitative and qualitative market research results using audience response technologies
This interactive market research format offers both quantitative and qualitative benefits.
Quantitative:
- Speed – data collection from large groups can take place much quicker using an audience response system than it could with traditional survey techniques
- Data Processing – manual data compilation becomes obsolete as polling data is immediately processed and available for demographic analysis
- Instant Gratification – survey results are immediately displayed
Qualitative:
- Honesty – participants are more likely to express their true thoughts due to the anonymous nature of the input process
- Full Participation – keypad tracking software capabilities combined with anonymous polling guarantee 100% participation
- Discussion Stimulation – the dynamic environment created by the immediate display of data foster richer discussion and improved awareness of top-of-mind insights and consumer behavior
Audience response systems incorporate several valuable features to aid in market research. Some of these include:
- Cross Tabulation – easily view how participants with different demographic profiles respond to questions
- Real-time Statistics – displaying statistical analysis such as averages and standard deviation will improve understanding of polling results
- List Processing – participants can prioritize a list that will then be graphically displayed to create more discussion
To learn more about specific audience response market research software capabilities – or to request pricing information – contact a professional ARS company.