Professionals who perform market research often face a difficult task when trying to get accurate feedback from the target audience. It can be difficult to convince someone to take the time to fill out a paper or web-based survey, openly take part in a focus group discussion, or provide written feedback after an event.
With OptionPower audience response software and a set of OptionFinder wireless keypads providing input becomes a fun experience for research participants. It also requires less hassle from meeting organizers. An audience response system and wireless keypad input can provide a real boost to the effectiveness of a vareity of market research efforts.
Hal, an OTI client, faced such obstacles in his work as a market researcher for OPS. "Getting people to react to research questions during focus group sessions was a real challenge," said Hal. "We had trouble quickly implementing and tabulating web or paper based surveys so we could tee up focus group discussions and drill down on participants perceptions."
That's when Hal turned to Option Technologies Interactive's audience response technology. With wireless keypads, he is able to create electronic survey instruments in just minutes. These surveys are then presented to focus group participants who instantly answer questions using wireless keypads. They share their perceptions about products, services or other marketing questions for which prospect input is required. After gathering the data, Hal is able to instantly review results and then facilitate discussions about the results with session participants. He often presents the quantitative data to the group and is able to drill down to learn more about their perceptions.
Using this approach, OptionPower provides Hal with a quantitative tool that helps accelerate and enhance his qualitative research. Hal finds that survey participants are very interested in reviewing survey results and more open in discussing their perceptions. These facilitated discussions provide greater insights into the key research questions.
Here are some of the key benefits that OTI clients have experienced when using our audience response technology for market research:
To learn more about how how an OptionPower system can help improve your market research programs, click here.