VGM has conducted 1,000+ focus groups and IDIs to understand consumer behavior and to evaluate products, media, and concepts.

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  • Ideal For
    • Hands-on Product Testing (video games, mobile applications, websites, consumer electronics, any type of product)
    • Media Testing (trailers, promos, pilots, ads, film, any type of media)
    • Concept Testing (positioning statements, concept descriptions, feature lists, key art, video, any type of conceptual assets)
    • Consumer Behavior and Ethnography
  • Background
    • We bring groups of 6-8 respondents into a secure facility to evaluate a product or concept and participate in focus group discussion and/or one-on-one interviews
    • Qualitative feedback from individual interviews and group discussions provide actionable feedback, covering the product’s key strengths, areas of improvement, and any specific topics of interest
  • Research objectives may include but are not limited to:
    • Product evaluation: Identify the areas of improvement and key strengths of the product
    • Longitudinal studies: Analyze respondents’ progressive experience with the product over a set amount of time (e.g., days, weeks) via in-person or phone discussions and periodic diary-style surveys
    • Follow-up interviews: Obtain additional feedback and clarification from respondents that are identified as particularly informative
    • Concept testing: Evaluate the appeal of pre-production concepts and/or marketing materials to hone in on the most appealing opportunities
    • Marketing materials: Gauge the efficacy of written copy, screenshots, promotional video, packaging/box art, app icons, potential product names, and more
    • Pricing: Determine the price point respondents are willing to pay for the product
    • Mock reviews: Assemble a group of reputable professional reviewers to evaluate the product in an effort to predict market and critical reactions
  • Process
    • Group Testing and Discussion (60 minutes or longer if necessary)
      • Product Testing: Consumers use the product either at individual stations or together in groups, as specified by the client. We observe organic usage behavior
      • Media Testing: Consumers are seated at individual TV stations with headphones and exposed to the visual stimulus (trailer, promo, pilot, ad, film, any media)
      • Concept Testing: Consumers evaluate concept descriptions, positioning statements, feature lists, key art, and video footage
      • Consumer Behavior/Ethnography: Respondents discuss their attitudes, preferences, purchasing behavior, and any other topics of interest
        • The client will be able to observe behind a one-way mirror
        • We securely record and stream the experience live to accommodate remote clients worldwide
    • In-Depth Interview (60 minutes or longer if necessary)
      • The moderator sits down in-person or conduct a phone call with the respondents and conduct a personalized interview regarding their experience with the product.
      • We securely record and stream the experience live to accommodate remote clients worldwide
  • Recruiting
    • You will have total control over the recruiting criteria of your respondents
    • VGM delivers superior quality, higher accuracy, and faster turnaround time on recruiting vs. other full-service vendors because we recruit for qualitative studies using our proprietary respondent database and our internal team of seasoned recruiters
    • We are one of the only full-service vendors that handles recruiting internally rather than outsourcing to third-party subcontractors
    • Every respondent that attends your groups will undergo a rigorous five-step screening process: database registration, email screening, phone screening, LinkedIn/Facebook check, and in-person re-screening
  • Moderation
    • The moderator will have experience conducting 500+ qualitative sessions
    • Watch and direct the qualitative discussion sessions in real time with VGM’s live video stream and integrated chat, included at no charge
  • Analysis and Reporting
    • Part 1 – Topline (delivered in 48 hours upon completion of the research, including weekends)
      • Outlines the key takeaways of the research and the most critical areas of improvement
    • Part 2 – Final report (delivered in 5 to 7 days upon completion of the topline, including weekends)
      • Our deliverable provides an overall assessment of quality, outline the key strengths and differentiators, and most importantly, will provide actionable steps that the client can take to improve product quality
  • Services Included: 
    • Full service test plan creation and execution
    • Project management
    • Recruiting
    • Respondent incentives
    • Moderation
    • Streaming/recording of group discussion (secure online archive)
    • Streaming/recording of product usage (secure online archive)
    • Real-time chat feature with moderator during group discussion
    • Device rental (iPhone, iPad, Android Tablet, PC, TV)
    • On-site logistics
    • Facility
    • Travel
    • Client meals
    • Analysis
    • Topline report
    • Final report
    • Follow-up analysis upon request
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