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Instant Response Systems
Maya Group’s proprietary instant response systems are ideally suited for advertising copy testing and product development research. Using unique wireless keypads with numbered buttons, we collect quantitative data from large groups of people seated together in a central location. Responses are anonymous and because each participant uses his or her own electronic data collection (EDC) device, there is little opportunity for influencing others or “group think.” Data is displayed in real time to the moderator and client viewers. The moderator then typically leads a focused discussion with all or part of the group to explore the “whys” behind the quantitative data. Gathering and interpreting data from a live audience has never been more immediate — or more revealing.
Our instant response systems can be used to evaluate:
- Advertising (rough and finished TV, print, radio)
- Television programming
- Concepts and new product development
- Live events (e.g., political debates)
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System 1: Moment-to-Moment Audience Response
This is a continuous measurement of audience feelings over the run time of a commercial or program, reaching the affective level for a distinctive exploration of consumer reactions. The research team can see participant sentiments translated into a response line that literally displays emotional or rational ups and downs as the stimulus is running. Maya Group developed the first wireless audience response system to test television programming and commercials. Consequently, we have a wealth of experience to creatively apply the technology and properly interpret the results.
System 2: Electronic Questionnaire
This system is invaluable for collecting anonymous responses from group participants. Questions can be multiple choice, scalar or ranking.
What benefits can you expect to realize with this kind of research?
- You’ll understand what’s working, what’s not, and why, so enhancements can be made.
- You’ll have concrete quantitative measures you can delve into more deeply with a qualitative session.
- The methodology provides standardization across different cultural or ethnic groups.
- Benchmarks can be established over time.
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For more information or to discuss an upcoming project,
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