It’s not very often that we get to see how our qualitative research work move forward. So much of the research we do is during the beginning stages of product development but recently, we were able to see some of the ideas we helped create move forward into further testing via an Invoke Live Session. Invoke Live is a large scale online focus group that allows researchers to interact with 30-300 participants for 45-90 minutes to gain in the moment insights. This methodology provides real-time feedback from target consumers in a hybrid qualitative/quantitative fashion.
For me, one of the highlights of this experience was that we were able to have the moderator, client and advertising agency together in one room, simultaneously viewing the online discussion. I was intrigued by the interaction of these parties and their ability to immediately extract useful insights. It was beneficial to have multiple eyes on the data because different people can pick up on different responses. I also found it interesting to see how specific questions worked or did not work; as well as the clients ability to probe and/or re-ask questions in a different way to get more impactful responses.
Invoke has been used in the following ways:
- Communications Testing
- Package Testing
- Name Testing
- New Product Development
- Website Usability
- Shopper Insights
- Employee Sentiment Program
This was an exciting experience for our team and we hope to use this platform in the future. The ability to gain such a large amount of qualitative and quantitative research through this portal would be highly beneficial for clients trying to reach many consumers at once. We look forward to seeing how the results of the session play out in our client’s media campaign.