INSTANT RESPONSE
We are a marketing, consumer and public opinion research
firm with a specialty in language and message development. Instant
Response dials, also known as “the People-Meter,” generate
our distinguishing product, because of both the analysis
and the presentation. A few polling firms in the
United States use some variation of Instant Response, but
no one utilizes the technology and the session as we do. Instant
Response is more quantitative and projectable than a focus
group (and three times the size), and more conducive to
extensive language, visual and concept testing than a traditional
survey.
We believe in Instant Response for a number of
reasons:
- It allows us to isolate and test a limitless
number of specific words and phrases. Traditional
polling can test a few words or sentences, but after
about five minutes, the caller will stop responding. Focus
groups allow for greater language testing but the
sample size is too small and the one to two hours
is still too confining. The typical three-hour
session allows us an unparalleled opportunity to
dive deep into a product and test all sides of multiple
pitches and multiple spokespeople.
- It allows us to test complicated and extended
video and visuals. No other
research methodology is as effective in testing 30-minute
infomercials and other long form video, full-page
newspaper ads, or multiple-page handouts. There
is simply no other accurate way to determine the
best execution of competing pitches and products.
- An Instant Response session will isolate “the
best” and “the worst” in language
and messages. Perhaps the greatest
value of an Instant Response session is that it allows
the client to determine the absolute best way of
communicating and protects them from mistakes. In
every great video presentation, there will be low
points. Instant Response isolates those low
points, helping the client to fix or improve the
words, messages, visuals or themes.
- The presentation has a greater impact
on the client than any other form of public opinion
research. Numbers can only take you
so far. Focus group tapes or transcripts do
not capture the emotion of the respondents. Seeing
computer-generated, continuous lines that move across
the face, voice and image of the tested material
is the most powerful way available to demonstrate
immediate and precise public reaction. A five-minute
Instant Response presentation tape often has a greater
impact than a 90-minute polling presentation.
- The results are reliable. While
attitudes differ by region of the country, gender, age
and a host of other demographics, the best lines developed
using the Instant Response technology are likely to work
everywhere with everyone. We have never delivered
a line developed from an Instant Response session that
failed with the general public.
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