Here are six ways that an Audience Response System can improve market research:
Anonymity
Traditional focus group facilitation relies often relies on discussion. In some situations, it is difficult to get participants to state their opinions. One advantage of using a response system is anonymity. The keypads allow participants to respond anonymously, thereby encouraging more honest and accurate responses. Facilitators can immediately show group results and foster discussion. This helps eliminate the organizational politics of hand-raising and the dominating voice of a senior member of the organization's executive team played a much larger role in the process.
Speed
Another advantage is that you get more, faster. Users of the OptionPower system often report achieving a 20% to 40% productivity gain when compared to non-technology assisted meetings. Research at IBM showed reducing time was the key reason for adding OTI keypads to an executive program for in the Asia/Pacific region. The designers of the program found that they were more likely to get a time commitment for a two-day event compared to the three day event that was required without the technology.
Improved Understanding
Improved understanding is a third benefit from this technology. With the keypads, you are not just finding out who has on opinion about a subject, but how strongly they hold that opinion. There is a difference between people answering that they “dislike” something and those who indicate they “strongly dislike” it. The former response may mean the group needs to iron out a few wrinkles before it proceeds. The latter response instantly shows that the group has some serious work to do, perhaps coming up with another alternative. A simple raising of hands is unlikely to give the group as clear a picture of the true range of opinion as quickly as the clicker system.
Democracy of Input
A fourth benefit is that every participant gets a response device and is equipped to register his or her opinion. Input is not limited to those participants who talk the most or have the most “power.” Even if some participants don't speak up later, they have expressed their opinions and have had them acknowledged. As a result, a facilitator will find building understanding easier because participants know they were heard.
Public Display
A fifth benefit arises from the public display screen. The facilitator can use the graphs of results to focus the group and keep the discussion on track, or as a means of stimulating discussion by directing attention to the various opinions expressed. The graph also helps participants feel less emotionally attached to their own opinions. Participants begin to see themselves as part of a group with a range of ideas, rather than isolated individuals with independent ideas. Furthermore, participants can see quickly how they fit into the overall group. The facilitator can use the public display of responses to get the group to explain what is going on, and to focus on the outcomes that are critical to the success of the group.
Portability
A sixth benefit focuses on the portability of the technology. All the equipment required to support a meeting of up to 20 people (including a computer with the system software, 20 keypads, and the transmitter/receiver for the keypad responses) fits into a small carrying. Most meeting rooms have display technology to show questions and results. This means that you can go almost a conference room is available and complete the physical setup for the meeting in minutes. With the small package also comes low intimidation. The clickers are easy to use without training.
Here are four areas where audience response systems are improving marketing research efforts:
• Customer Focus Groups
• Product Line Analysis
• Conjoint Analysis
• Employee Surveys
You can learn more about these applications in this additional blog post.
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