"FORUM  STYLE"  RESEARCH  METHODOLOGY

PEACHTREELIVE! RESEARCH FORUMS offer the best approach for "hands-on" product evaluation. They work especially well for head-to-head product comparisons that simulate the actual shopping experience. Here are the advantages:

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The Forum approach surpasses focus groups in three important ways:  (1) Group sizes of 50-200 respondents provide better quantitative results.  (2) Focus group digression and dominant personality influences are eliminated thus improving qualitative results.  (3) Large, ballroom sized venues are available when needed to accommodate large products and/or simulate store shopping environments.

The Forum approach surpasses online research in qualitative results due to precision recruiting, skilled administration of questionnaires and the fact that respondents are able to touch, feel and interact with products.

Clients are actually in the room during the evaluation process and can interact with respondents. This is an added dimension that clients have found to be highly valuable.

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The availability of large venues means any reasonable combination of presentation media (slides, videos, packaging, product prototypes, competitive products) can be evaluated during a single session. Large products such as furniture, major appliances, cabinets, closet organizers and complete room sets are easily accommodated.

Respondents may be recruited from the ranks of consumers or the trade. MOST consumer or trade audiences can be targeted and recruited.

Clients may elect to interact with respondents, present products or simply observe the action.

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Accurate and projectable quantitative data are developed using precision nine point scales of measurement. Fewer respondents are generally required to generate actionable and dependable information.

Respondents are fairly compensated for their thoughts and opinions, thus the level of response detail is significantly higher than those for random consumer intercepts or online surveys. No detail is too small, this often provides more in-depth insights into the respondents' reasoning processes.

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Multiple location costs (typical of focus groups) and associated travel expenses are usually unnecessary. Past results have shown that proper recruiting from a single location can provide a representative geographic sample for the vast majority of research needs. When compared on a cost-per-minute basis, the Forum approach is less expensive per interview than focus groups.

Steps to arrange for a PEACHTREELIVE! Research Forum^SM