icon-focus-groups-300x300VGMarket’s proprietary high sample size in-person testing methodology delivers both qualitative and quantitative data with total asset security.
  • 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)
  • Background
    • Our unique Significant Live Sample (SLS) methodology is a hybrid qualitative + quantitative approach that allows us to deliver the numbers and the meaning behind the numbers from the same people with total security of confidential assets
    • We bring up to 300 of your target consumers into a secure facility to evaluate a product or concept, complete a survey, and participate in focus group discussion and/or one-on-one interviews
    • Quantitative findings from large samples ensure statistically significant survey results, while qualitative feedback from individual interviews and group discussions support, interpret, and complement the quantitative results
    • Unlike conventional online surveys where confidential material can easily leak, our unique SLS methodology is the only approach that delivers quantitative results with total asset security
  • Objectives
    • Quantify key metrics (e.g., overall fun, overall interest, intent to recommend, intent to purchase, intent to download)
    • Identify key strengths and areas of improvement
    • Develop actionable steps to improve key metrics
  • Methodology (First-Time User Experience)
    • Part 1 – Testing (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
      • 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
    • Part 2 – Survey (30 minutes)
      • VGMarket’s standard key metrics for normative benchmarking
      • All customized research objectives at client’s request
      • Open-ended feedback
    • Part 3: Focus Group (60 minutes or longer if necessary)
      • In each testing session, a small portion of the respondents (generally 6-8 people) will participate in a moderated focus group to discuss overall experience, key strengths, and areas of improvement
  • Methodology (Longitudinal/Long-Term Product Usage)
    • Part 1 – The first part is exactly the same process as the First-Time User Experience product test described above — respondents use the product on-site (60 minutes or longer if necessary), complete a survey on-site (30 minutes), and participate in focus group discussion (60 minutes or longer if necessary)
    • Part 2 – Users then take the product home with them and continue to play for 7-14 days or longer if necessary. Each day users complete a Daily Diary about their experience, which includes a combination of quantitative scores and open-ended feedback.
    • Part 3 – On the final day of testing, users return to the facility to uninstall the software/return the product, complete a final survey, and participate in exit focus group discussions.
  • Recruiting
    • You will have total control over the recruiting criteria of your respondents
    • VGMarket 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 VGMarket’s live video stream and integrated chat, included at no charge
  • Conventional Focus Group Option
    • For our clients that do not require the quantitative input of SLS methodology, we simply strip out the high sample size component and provide conventional focus groups with 6-8 respondents/group to explore any topic qualitatively in major markets worldwide
  • Execution Timing
    • 30-99 respondents: 1-2 days in facility
    • 100-199 respondents: 2 days in facility
    • 200-300 respondents: 3 days in facility
  • 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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