FOCUS GROUPS (VIRTUAL OR IN-PERSON)
A focus group is an unstructured interviewing technique where a small group of eligible respondents (usually 8 to 10) are invited to participate in a discussion about a particular topic. One of our trained moderators will guide the discussion of the respondent group. Moore Research will work with you to create a complete topic guide that will allow you to gain a deep understanding of consumers’ feelings and perceptions.
Moore Research has its own in-house Focus Group facility, learn more about our facility.
In addition to back room viewing, Moore Research offers the ability to securely live stream focus groups over the web in high definition. For those who are not able to travel, this provides the ability to view the groups from the comfort of their own desktop. The convenience of video conferencing and video streaming allows key people to be involved in the qualitative research process, without the costs associated with travel.
Moore Research also conducts virtual focus groups. A web-based technology enables participants from all over the world to engage in the study. The moderator and participants each broadcast their own streaming video via a connected webcam, allowing everyone in the room to see each other. Participants are invited to log on at a pre-determined time, and then the moderator guides the discussion using a combination of pre-determined questions and unscripted quotes, while respondents interact with each other in real-time. Clients can watch the session and interact with the moderator but remain hidden from the participants view. For clients who don’t attend the real-time session, a recording of the session can be made available.
IN-DEPTH INTERVIEWS (VIRTUAL OR IN-PERSON)
In-depth interviews are used to probe individuals for impressions and behaviors about a product or service. These interviews involve various open-ended questions, facilitated by one of our skilled moderators, posed to an individual. The moderator uses a topic guide but does not rely on a structured set of questions. Probing techniques are used to encourage respondents to give the fullest answer possible and to understand not only the “what”, but also the “why”. In-depth interviews can take place in-person, via phone, or via video conferencing.
ONLINE BULLETIN BOARDS
An online bulletin board is an interactive research tool allowing study participants to engage in comprehensive discussions within a brief period of time. Moderators and participants log in from any location, at any time that is convenient for them (asynchronously). Participants spend some portion of each day (at their convenience) communicating online in a moderated discussion. During the course of the study, participants respond to a variety of questions, visuals and/or pre-determined topics. The convenience of an asynchronous study increases participation rates and enables our researchers to interact with participants from diverse geographic locations.
Online bulletin boards are useful when dealing with low incidence populations, sensitive topics, concept, package or product testing (where stimuli do not need to be in hand), and advertisement or website testing. An online bulletin board is an interactive research tool allowing study participants to engage in comprehensive discussions within a brief period of time. Moderators and participants log in from any location, at any time that is convenient for them (asynchronously). Participants spend some portion of each day (at their convenience) communicating online in a moderated discussion. During the course of the study, participants respond to a variety of questions, visuals and/or pre-determined topics. The convenience of an asynchronous study increases participation rates and enables our researchers to interact with participants from diverse geographic locations. Online bulletin boards are useful when dealing with low incidence populations, sensitive topics, concept, package or product testing (where stimuli do not need to be in hand), and advertisement or website testing.
ETHNOGRAPHIC OBSERVATIONS
Unlike traditional methods, observing consumer behavior in-home, in-office, or at the point of purchase reveals what respondents actually do, instead of what they say they do. This process examines customers’ behaviors, attitudes and mindsets in context, and helps understand processes that are harder for respondents to reconstruct when outside of the actual situation. These observations allow our clients to see their current products and services in use. Clients also gain insight into avenues for improvement within the purchase environment, improving the product and/or service itself, and identifying opportunities for new product development.
CENTRAL LOCATION TESTING
Our central location testing is done in person and groups can be as large as 100 participants. A variety of different studies utilize this research methodology. Central location testing is ideal for some product and pilot tests and qualitative research. It can allow for higher response rates and superior results in cases where a lengthy or difficult survey is involved. Also, this kind of testing is advantageous in finding special target samples, such as children, teens, and ethnic groups.
WEBSITE EVALUATION AND USABILITY TESTS
Websites typically reflect the expertise, orientation, and mindset of their creators; as such it is very difficult, if not impossible to design a website from the point of view of the actual user. Website evaluation enables Moore Research to determine the functionality of their clients’ websites from the customer’s point of view.
Moore Research’s website evaluation studies are typically conducted as a series of individual in-depth interviews with members of the target market. During the interview we explore the user’s expectations and experiences with your website. We are able to determine how well the website achieves the purposes for which it was intended.
Participants complete a series of tasks that elicit their true opinions and perceptions of your website. A Moore Research facilitator works with each participant, probing for his/her reaction to the usability, usefulness and overall visual appeal of the website, and also probing for areas of frustration, confusion, ease of use, etc.
MOCK JURIES
Mock juries assist attorneys, corporations, and government agencies in understanding how typical jurors think and how they might react to an issue or argument in civil or criminal litigation. All of these studies are custom designed to match each client’s specific need and can be performed before, during, or after trial. Mock juries can also aid in determining the power of evidence, the effectiveness of visual aids, the jurors who are most likely to support the case, feedback on attorney presentations, and subjective factors such as mannerisms that may alienate or attract jurors. In addition to giving attorneys a chance to test aspects in their case, mock trials allow attorneys a window through which to view the deliberation process, an opportunity clients always find fascinating and rewarding.
Mock juries assist attorneys, corporations, and government agencies in understanding how typical jurors think and how they might react to an issue or argument in civil or criminal litigation. All of these studies are custom designed to match each client’s specific need and can be performed before, during, or after trial. Mock juries can also aid in determining the power of evidence, the effectiveness of visual aids, the jurors who are most likely to support the case, feedback on attorney presentations, and subjective factors such as mannerisms that may alienate or attract jurors. In addition to giving attorneys a chance to test aspects in their case, mock trials allow attorneys a window through which to view the deliberation process, an opportunity clients always find fascinating and rewarding.
Moore Research has its own in-house Focus Group facility, where Mock Juries can be conducted, learn more about our facility.