Using wireless dials to collect data from qualified consumers is a terrific way to combine quantitative data collection with qualitative insight - in other words, "quali-quant". Participants instantly provide feedback to the material viewed and survey questions asked. The results are simultaneously transmitted to a central computer that aggregates and sorts the information according to desired criteria. This information is then instantaneously displayed on monitors to moderators and clients, who may use it to get a good picture of the results as the data collection is occurring in real-time.
Quali-quant dial sessions provide feedback and gather opinions through small handheld devices. Since all results are collected electronically, participants are not influenced by the opinions of others in the room. For example, during Presidential debates, CNN, FOX and MSNBC have used dials for testing moment-to-moment reaction among voters and provide their viewers with real-time line graphs and charts showing audience reactions.
Many different uses
Dial focus groups are used for TV, movie and other types of media audience research, as well as offering a range of market research applications. Jury research, with its need for second-by-second evaluation, often employs dial focus groups to refine their defense strategies.
At Gray Insight, we have used Perception Analyzer Dials to help decide:
Contact us to discuss your project and we can advise you whether or not quali-quant dial research would work for you.
| Focus Groups/Interviews | Real-Life/Ethnography | Concept Testing/Evaluation | In-Home Use Testing/IHUTs |
| Psychoanalytics | Market Segmentation | Dial Testing/Real-Time | Survey Design |