INTRODUCING…

 
 

Why InFocus? George Brown can tell you in 1 minute!

 
 
 

End the Flaws of Traditional Qual!

Consumer input on your ideas and key issues is absolutely vital. Yet, focus groups are rife with problems — e.g. potential for group-think, dominance of a “loudmouth,” and susceptibility to social desirability bias (telling the moderator what you think she wants to hear). And some people are uncomfortable with webcams and microphones when participating online.

IDIs aren’t much better… sitting through a dozen or more interviews takes a ton of time, and the diverse conversations often aren’t easily distilled into clear, consistent direction on how to make your ideas better. On top of that, getting basic information (like what brands people buy) wastes valuable research time.

Enough already — it’s time for a change!

That’s why we developed Live Online™ InFocus — it gives you more confidence than traditional online qual, and does it much more efficiently. Here’s how it works:

  • 10-20 participants log-in to our proprietary platform, with no camera or microphone (responses are typed anonymously)

  • The “moderator” sends questions to the group, one at a time

  • All participants answer each question simultaneously, bias-free

  • The team watches and adds follow-up probes in real time

Why it’s a Better Choice vs Other Online Qual Platforms

  • Bias-free qual input, without group-think, plus complete candor on sensitive topics, and no posturing from B2B or professional respondents to impress their peers

  • 4 Key Outputs:

  1. Quant-type questions give greater clarity, and eliminate wasted time capturing basic info

  2. There is a continuous flow of rich verbatims from each open-ended question

  3. A.I. instantly summarizes open-end responses into key themes

  4. All participants are asked to verify their level of agreement with the themes (Predictive Qualitative™)

 

But Don’t Take Our Word for It…

Live Online™ InFocus has a proven track record of helping Fortune 500 companies solve critical business issues.
Click the plus signs below to explore some of our success stories.

  • T-Mobile wanted to launch a new loyalty program, but they needed to learn a lot before defining it. First they had to understand how people feel about loyalty programs: What do they like? What bugs them? What’s the ideal? Then they needed to shift more specifically to loyalty programs in the Telecom industry. And finally, they wanted to share their seed idea for their own program and learn how to make it better.

    Live Online™ Sessions came to the rescue and helped them get to the ‘what’ and the ‘why’ quickly, iterate and build new ideas in real time, and engage internal stakeholders in the learning — all with great quality sample. The session provided rich verbatims contrasting T-Mobile vs competitive users and capturing customer excitement, and on-the-fly probing turned up a key insight: people wanted to be auto-enrolled. We also learned ‘fast facts’ about their reactions, as well as precise details about what changes to make and how best to enhance T-Mobile perceptions. The auto-enrolled insight drove the whole “no need to audition for Magenta Status” campaign, including this Super Bowl ad (one of several) that generated 56 million views on YouTube.

  • Abbott was urgently striving to save lives during the pandemic by increasing penetration of COVID testing via the launch of their new BinaxNow home test. They needed to optimize the concept, an easy-to-use app, and instructions for use — and it was crucial to pinpoint the best way to communicate clearly and allay any concerns about effectiveness.

    While they were planning to conduct focus groups and then have us provide quantitative global concept testing, they quickly pivoted from traditional qual to our Live Online™ Sessions, given the greater clarity and confidence it could deliver. We helped them uncover a key insight underlying people’s concerns about efficacy, and the launch generated over $1B in Year 1 revenue in the U.S. alone. BinaxNOW remains the #1 home COVID test globally.

  • Nestlé was in a rush trying to develop their TV ads for the biggest marketing showcase of the year: the Super Bowl. They had two rough ads to choose between and optimize, and they didn’t want to rely on focus groups with the risk of group bias, or one-on-ones that would generate a laundry list of changes with no way to clearly prioritize across the diverse conversations.

    The brand turned to our tried-and-true Live Online™ process that blends qualitative input with quant questions for greater precision and confidence.

    “Given our tight timeline and situation we were in with the two concepts, this seemed like the best way to get the deepest, most actionable insights in the time allowed. What ACUPOLL helped us do was understand that this really had legs to win in the big game.” — Butterfinger Brand Manager, as reported in Advertising Age.

    The ad generated 480 million impressions and a historic launch for their new campaign.

  • Sauer’s wanted to evaluate and improve their brand packaging — pronto! They had three new directions to choose among, but wanted to optimize them first, for their best “shot on goal” before moving into the validation process. The first Live Online™ session on a Tuesday helped them identify each design’s strengths and opportunities for improvement; they got to work and quickly revised the stimuli for a second session that Thursday, which helped finalize which design to run with and what needed to be tweaked. Then, we tested the optimized concept in a FastTrack™ survey for national validation just a few days later — and, in less than a week, demonstrated the significance of their improvements vs the old design.

  • Kimberly-Clark and Ogilvy needed to develop a shopper marketing program for Walmart (in-store and online) to help cater to key neglected shopper segments and boost brand sales. They had a dozen loose program ideas targeting three different groups and wanted to get reactions to the various “big ideas,” identify the strongest interest areas, and “co-create” how to best execute the program elements and mechanics. A series of Live Online™ Sessions helped bring focus and direction, inspiring the team and rapidly moving them from rough concepts to well-defined programs for launch.