Focus Groups |
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FMR's Focus
Group methodology is unique and consistently yields
"incredible amounts of information" (that is cross-validated
with our exclusive multi-level response techniques).
Each project includes randomly-recruited respondents using
a custom-designed screening questionnaire. FMR coordinates
all functions from facilities and group moderation to report analysis
and summary report production. Based on project objectives,
a detailed Moderator's Guide is developed to elicit both private opinions
and "public" attitudes of all key topics evaluated. |
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A wide range of topics can be addressed in a project
(generally comprised of four to six sessions), such as:
a discussion of competitive imaging or programming;
responses to marketing concepts (including contests,
direct marketing and/or television commercial pretesting);
specific reasons for tune-out; measuring the appeal of new programs or
hosts; reasons for visiting/using websites; and specific recommendations
for improving station programming.
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FMR's exclusive
"three-level" response technique is especially appropriate
for pretesting television commercials or new programming concepts
(in that it simulates the "repeat frequency" quality of
media or messages). This approach can incorporate the use
of FMR's exclusive EARSŪ hand-held response units for "real-time"
private evaluations of test material.
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Mega Focus Groups -
FMR has also
developed a unique method of "Mega Focus Groups" that
incorporate the qualitative benefits of focus groups with our
quantitative "three-level" evaluation technique
(which may include the use of our EARSŪ units). In our Mega
Focus Group method, 20-24 respondents typically meet together
to evaluate test material (audio or video), then split
into two "mini" discussion groups (led simultaneously by
two FMR moderators) to discuss the test material in-depth.
Near the end of each 2-hour session, the Mega Focus Group
reconvenes to review or compare their mini-discussion group
observations, as well as re-evaluate the overall concept
(or test material) once again to yield yet another level of
evaluation. This evaluation is then compared to the "Initial"
evaluation phase findings, the "Dynamic," second phase findings
and the "Complete," final phase findings. This methodology is
especially useful for new product development or concept tests. |
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To request more information about the FMR approach to Focus Groups, click here.
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