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"Tele-web Groups" are consumer groups conducted by telephone in which participants are asked to comment on various stimuli that are presented on a website. The Tele-web method reduces the cost of traditional focus groups and allows one to invite participants from around the world. Tele-web groups can be used in product development, ad testing, ideation and as part of a“deep dive” (e.g., an in-depth analysis of a previously identified market segment).
The following scenarios describe some of the ways that tele-web groups can be used to gain insight into how current and potential customers feel, think and behave.
Product Development Application: A Company has a very broad concept for a new software product and is interested in refining its idea before conducting a survey to test demand for the product.
Process: The moderator works with participants to establish how they use similar products and what kinds of “need gaps” currently exist. The moderator then gets feedback about specific elements of the offering as well as more general feedback about the concept as a whole. Special attention is paid to examining the language that consumers use to describe the product and its benefits as such language is useful in developing future marketing materials as well as a survey instrument.
Deliverables: In-depth written analysis describing general feedback on the concept as well as feedback on specific elements. One primary goal is to identify elements of the concept that seem most promising and to begin to refine the concept by describing specific features that respondents view as valuable. Respondent language is also analyzed to provide insight on how to communicate with consumers about the concept and how to measure demand in future quantitative work.
Ad test Application: A company is working with an ad agency to develop a new messaging platform. The agency has developed several slogans and positioning statements and is now interested in working with consumers from their target market to [1] identify the language and imagery they should use when discussing key categories and channels and [2] determine which of the slogans and statements most clearly communicate the core value proposition.
Process: The group begins with a general discussion of the category to establish how consumers talk about key elements in their own words. Consumers are then shown various slogans on a whiteboard and are asked to provide feedback. In some cases, the moderator works with participants to refine the statements so as to create slogan(s) that most clearly communicates the desired positioning. May involve showing consumers advertisements and then asking them to offer feedback on specific elements as well as the ads as a whole. Moderator works with participants to refine ad so as to help ensure that it clearly communicates the desired positioning.
Deliverables: In-depth written analysis describing consumer perceptions of slogans, positioning statements, ads, etc. The analysis serves to deconstruct various stimuli so as to offer an assessments of individual elements as well as overall perceptions. Analysis could also be used to help develop measures for future quantitative work. Ideally, the report includes references to past studies with the client or other literature that may be useful in achieving project objectives.
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The following scenarios describe some of the ways that tele-web groups can be used to gain insight into how current and potential customers feel, think and behave.
Product Development Application: A Company has a very broad concept for a new software product and is interested in refining its idea before conducting a survey to test demand for the product.
Process: The moderator works with participants to establish how they use similar products and what kinds of “need gaps” currently exist. The moderator then gets feedback about specific elements of the offering as well as more general feedback about the concept as a whole. Special attention is paid to examining the language that consumers use to describe the product and its benefits as such language is useful in developing future marketing materials as well as a survey instrument.
Deliverables: In-depth written analysis describing general feedback on the concept as well as feedback on specific elements. One primary goal is to identify elements of the concept that seem most promising and to begin to refine the concept by describing specific features that respondents view as valuable. Respondent language is also analyzed to provide insight on how to communicate with consumers about the concept and how to measure demand in future quantitative work.
Ad test Application: A company is working with an ad agency to develop a new messaging platform. The agency has developed several slogans and positioning statements and is now interested in working with consumers from their target market to [1] identify the language and imagery they should use when discussing key categories and channels and [2] determine which of the slogans and statements most clearly communicate the core value proposition.
Process: The group begins with a general discussion of the category to establish how consumers talk about key elements in their own words. Consumers are then shown various slogans on a whiteboard and are asked to provide feedback. In some cases, the moderator works with participants to refine the statements so as to create slogan(s) that most clearly communicates the desired positioning. May involve showing consumers advertisements and then asking them to offer feedback on specific elements as well as the ads as a whole. Moderator works with participants to refine ad so as to help ensure that it clearly communicates the desired positioning.
Deliverables: In-depth written analysis describing consumer perceptions of slogans, positioning statements, ads, etc. The analysis serves to deconstruct various stimuli so as to offer an assessments of individual elements as well as overall perceptions. Analysis could also be used to help develop measures for future quantitative work. Ideally, the report includes references to past studies with the client or other literature that may be useful in achieving project objectives.
Request More Information on Tele-web Groups