Uncovering insights during focus groups
Market Research
Market research companies use focus groups sessions in order to help their clients to formulate the best proposition to go to market. These focus groups are a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product or service. During the session researchers are collecting and analyzing non-numerical data, so more subjective information that is in the mindset of people in order to find out their reasoning behind the purchase decision.
As these discussions around concepts, advertisements, ideas, or packaging are often quite abstract QANDR became an ideal tool to visualize opinions in a more intuitive way and subsequently to find out in the group dialogue what the underlying arguments and motives are. This intuitive way of answering was for Motivaction, an Amsterdam market research agency that specializes in both quantitative and qualitative research, the reason to start working with QANDR in their focus group sessions
"The pointing technique offered by QANDR is a method to measure what the gut has to say - as opposed to typing words which is more rational. QANDR stands out by facilitating a more intuitive approach to giving responses."
Sander Kluiters, Senior strategy consultant - Motivaction
Our collaboration with Motivaction started in 2017 and as a launching customer they were an important partner to shape the product, according to the needs of qualitative research. That Motivaction was innovative on this point in the field of market research is reflected in the fact that they were able to present this during ESOMAR Fusion in Madrid in 2019. Below a video recording of this presentation.
During the ESOMAR presentation Motivaction reflected on the reasons why they use this QANDR in almost every focus group.
It is fun to work like this and helps us to easily get some focus points for starting the discussion We can also easily transfer the outcomes (visuals) into our reports and respondents like to participate in focus groups where we use this method, as well as our clients
Margré Nijkamp, manager Innovation Lab at Motivaction
Getting a system 1 response, before the deep dive behind those choices
Research companies using QANDR
QANDR is used by many international companies. The focus groups of these companies became more fun and QANDR helps the facilitators to easily get some focus points for starting the discussion. Furthermore they can easily transfer the outcomes (visuals) into their reports and both respondents as their clients give higher ratings to focus groups where QANDR is used.
