Introducing AI-Powered Live Online Sessions
Demand More from Your Qual!
Focus groups and individual in-depth interviews (IDIs) have been “go-to” tools since the ‘50s for understanding customers and getting feedback on your work. But with all of the advances in research methods and technology, shouldn’t you expect MORE?
There’s an opportunity to revolutionize your qual toolbox by securing more clear, validated, and bias-free input, making your ideas even stronger and better aligning the team around new insights for effective action.
That’s why we developed Live Online™ virtual group sessions. They give you you rich qualitative insight and greater clarity for better decisions:
Eliminate 100% of focus groups bias
Save 80%–90% of team time versus IDIs
Rich qual insights explaining the whys
Fuel smarter on-the-fly probing with real-time AI
Validate qualitative insights with Predictive Qualitative™, capturing everyone’s level of agreement with key qualitative themes
Integrate quant features to make feedback more precise and efficient, prioritizing/validating changes
Supports larger base sizes for even greater quant confidence and insights into key segments/sub-groups
Here’s how it works:
Participants log-in to our proprietary platform, with no camera or microphone
The “moderator” sends questions to the group, one at a time
Participants answer questions simultaneously and anonymously, without visibility to the group (i.e. no bias)
Quant features get more precise and efficient input and feedback on your work
The team can iteratively improve stimuli and add follow-up probes in real time
Case Studies
But Don’t Take Our Word for It… check out these case studies to get feedback on how to improve your marketing executions, or immerse and learn about key issues, brands, or targets.
Click the plus signs below for details.
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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.
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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.
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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.
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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.
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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.