|
|
 |
FOCUS GROUPS
|
 |
CME, Inc. – Focus Group Moderator
CME is privileged to partner with David F. Miller, Ph.D. Dr. Miller
has been conducting in-depth qualitative research for CME since 1981. He
has been involved in a wide range of assignments including a large
percentage of our clients.
Dr. David Miller has over 30 years of experience in public opinion and
marketing research. His academic background includes a Bachelor's
degree from Princeton University and M.A. and Ph.D. degrees in
Psychology from the University of Michigan. At Michigan, he was on the
Political Affairs staff of the Survey Research Center, which conducted
nationwide polls of voter opinions.
In addition to being a well-trained professional moderator with
credentials, Dr. Miller brings many years of diverse marketing
experience into the equation permitting him to provide meaningful
recommendations synthesized from the focus groups. His experience
includes the following positions, at J. Walter Thompson Advertising
Agency as Research Director, at Chrysler Corp. as Director of Research,
at Louis Harris and Associates as V.P., at RCA Corp. as Director of
Product Management for Consumer Video Products, at Gulf Oil Corp. as
Director of Public Affairs Research.
CME, Inc. – Design Audit®
The Design Audit® takes the traditional focus group discussion an
important step further. In a three-hour session, participants are
presented with a problem to be solved. The total group, which numbers
15 to 20 individuals, gather in subgroups or “creative teams,” each led
by an experienced facilitator. The process continues until the ideas
stop flowing. Then participants reconvene in the larger group and
report on their findings. The overall project leader, a professional
moderator, encourages participants to articulate their ideas and
challenge others’ ideas. The outcome of the exercise is a prioritized
list of suggestions as to how the problem should be solved.
This technique has been applied with spectacular success in the design
of automobile components, hospital waiting rooms and even a nightclub!
Often a single Design Audit® will yield as much basic information
as three traditional focus groups --- and reveal insights not accessible
through the more traditional approach.
CME, Inc. – Tele-Focus Groups
Tele-focus groups, in which information is collected via telephone
conference call rather than face-to-face meetings, are ideally suited to
situations where the people you wish to talk to are geographically
separated. For example, an automobile manufacturer may want to pre-test
a new sales incentive program among its top dealers. Three alternatives
suggest themselves. The dealers could be flown to a central location
--- but that would entail major expense. The research could be delayed
until the next national dealer meeting --- but valuable time will be
lost. Or, dealers could be scheduled to give up an hour of their time
and participate in a tele-focus group without leaving their offices.
This method of research inquiry has some limitations. We prefer to
work with smaller groups --- a limit of eight --- to insure that all
individuals have a chance to express their opinions. We limit the
session to one hour, to assure that we keep everyone’s attention riveted
on the topic. And the moderator must be diligent to keep track of
individual responses so that follow-up questions are addressed to the
appropriate person.
For special situations, then, tele-focus groups represent a fast and
inexpensive method for data collection.
CME, Inc. – Live & On-Demand
Broadcast your focus groups visually over the Internet. CME can
provide you with “live” focus groups you can watch from wherever you
have internet access; office, hotel, home. You can also watch focus
groups on demand at a more convenient time. Some restrictions on the
availability of major metro locations.
• Indexing to permit the viewing of specific segments with ease.
• Review of concept boards or ads.
• Picture in picture of the focus group/individual respondent.
Considerable client travel time and cost can be saved with this state
of the art capability.
CME offers a wide variety of traditional research capabilities as well.
Our research team welcomes your inquires.
|
|
|
