Research 101

Market Research is all about Analyzing Perceptions...

And that's why WestGroup is excited to begin offering Perception Analyzer services in September!

What is the Perception Analyzer?

It's a state-of-the-art interactive group testing system. The Perception Analyzer is a computer-supported, interactive feedback system composed of wireless hand-held dials for each participant, a console, special software which edits questions, collects data and analyzes participant responses.

The system is used to allow participants to record their reactions to any form of test material (e.g. advertising, new product concepts, etc.) using hand held dials which have a wireless connection to a PC. Information is translated into data and graphic output, which is presented in real-time to both the group moderator and viewing client.

Why use the Perception Analyzer?

The Perception Analyzer provides instant data which allows the group moderator to scan the opinions of every group participant without any inter-subject influence. This immediate feedback is invaluable in directing group discussions: the moderator understands the full range of opinion, and he or she uses this context to focus questions. The viewing client is receiving this same information and can use it to provide further direction to the moderator. This method ensures the client that they have the perspective of the entire group as a backdrop for interpreting the comments of each participant. The PA is the best tool for evaluating any continuous material (e.g. , television and radio advertising, programs, spokesperson talent, etc). Rather than rely on participant recall, the PA system offers a second-by-second breakdown of participant reactions which clearly evaluate the strength or weakness of every element within the test material.

Benefits of the Perception Analyzer

• Promotes honest communication and full participation through a nonverbal and anonymous feedback technique

• Total group participation increases attention

• Eliminates the bias verbal exchanges or hand raising produce

• Group responses are displayed in easy to read graphic formats

• Immediate aggregate results show participants' level of comprehension, agreement or differences of opinion

• Unique method of analyzing continuous material, such as presentations or video.

Potential Applications:

• Advertising evaluation;
• Concept testing;
• Jury research;
• Discussion facilitation of any kind;
• Voting;
• Product Testing;
• Spokesperson/Personality evaluation;
• Speech/Presentation evaluation;
• Program evaluation.

We believe Perception Analyzer can offer powerful support to your current market research programs. It was developed by market researchers and offers a great complement to traditional techniques. Please call us to discuss how we can help you use the Perception Analyzer to get Answers!

AUGUST 2000 Answers:
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