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.
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.
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 EARS® hand-held response units for “real-time” private evaluations of test material.
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 EARS® 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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