Mobile Data Capture is the competitive differentiator in Focus Groups, Market Research and Executive Forums
Most market research professionals are familar with "Perception Analyzer", today's state of the art tool for measuring audience response in focus groups and opinion research events. Market research teams using Perception Analyzer must still use paper forms for responses to multiple choice or open-ended questions.
SurveyMagic provides you and your client with the following competitive advantages over paper-based data collection techniques:
| Accuracy | Results are recorded in a database, and do not need to be manually transcribed. The bias associated with show-of-hands voting is eliminated |
| Participation | Focus group participants get tired of filling out papers forms. Surveys presented on a PDA are inherently more engaging than paper, and completion rates increase 25% or more, with dramatic increases in audience involvement. |
| Speed | Not only are results available immediately, but you don't waste time passing out and collecting forms during your event |
| Realtime Feedback | The presenter sees summarized results immediately, and can revise or update questions on the fly, without having to copy and distribute new material |
| Flexibility | A variety of response modalities, including multiple-choice, slide bar, and free text entry, let you present each question in the most meaningful way. MDC's adaptive questionnaires - where a response triggers new questions to "zero in" on participant opinions - provide a flexibility that is not available with paper forms. |
Case Study: Executive Forum
PDAs containing four surveys are passed out to executive attendees of a software company’s user group meeting. Participants view presentations outlining feature sets, market trends, and factors affecting purchasing decisions. After each session, executives run through the questionnaires while on break in the lobby. Thanks to the immediate results viewing, presenters can see who has not completed the questionnaires, what topics require further information, and requests for personal attention from a sales representative. After the meeting, a detailed report is prepared which summarizes the responses and identifies areas of common interest or concern, along with the complete response dataset in Excel format.
Case Study: Real Estate Focus Group
Prospective buyers in the market for a downtown condominium take a tour of a model unit and watch a short video on the project. At the end of the presentation, they pick up a PDA from a basket and take a short survey while enjoying refreshments, returning the unit to the basket at the end of the presentation. The survey data is then uploaded from the PDAs and a data file created which contains the responses from 100s of questionnaires - over 12000 data points. The results indicate that qualified buyers with incomes over $200K per year are strongly interest in premium kitchen appliances, and this feedback is provided to the property developers who make adjustments to the project build out so that it appeals to these preferences. A mailing list is generated from email addresses entered by focus group attendees who are interested in further information.