Rapid Response

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Quantitative And Qualitative Concept Testing In One

The Rapid Response Research System provides fast turn-around evaluation of new product ideas and concepts. The System delivers a full battery of quantitative measures. Following the interview, a group discussion allows for more in-depth probing of respondents' answers. Typical Rapid Response studies are completed in less than two weeks!

Rapid Response has been used extensively in many consumer categories including food, financial services, household products, OTC medicines and personal care products.

RAPID RESPONSE - HOW IT WORKS

The Rapid Response Research System uses large groups of pre-recruited respondents who participate in a 1 to 2 hour interview. Each participant uses a hand-held electronic keypad to answer all questions. Answers are instantaneously relayed into a computer and results are available immediately.

The anonymous aspect of Rapid Response allows for private evaluation of many ideas without group thinking.

At the end of the session, respondents can be engaged in follow-up questions and discussion. This allows for qualitative feedback based on the group's quantitative answers.

RAPID RESPONSE CONCEPT RATINGS

Question areas are flexible, however, concepts tested in Rapid Response are typically rated on the following measures:

• Purchase interest

• Uniqueness

• Perceived competitive advantage

• Believability

• Value

• Comprehension

An extensive Rapid Response normative database for these measures provides an excellent evaluative tool by which to gauge concept performance.

The System can accommodate custom questions.

MULTIPLE SESSIONS, MULTIPLE CITIES

Each project is conducted in multiple sessions and the order of concept exposure is rotated across the sessions. Depending on total sample size, each Rapid Response session consists of 25 to 50 respondents. Generally, we interview in three markets so that geographic dispersion is gained. Usually, two sessions per city are conducted.

SAMPLE

Total sample size can range from 125 and up depending on the sub-group analysis that is necessary. Typical studies utilize 250 target market respondents.

METHODOLOGY FEATURES

The following features enhance the accuracy and usefulness of Rapid Response testing.

• Each respondent sees and rates the same ideas, typically 12 to 25.

• The order of concept exposure is rotated among the sessions.

• Sessions take place in a classroom style setting.

• A professional moderator guides the interview, reading all concepts, questions, and response choices.

• Respondents follow along with booklets containing all concepts, questions and response choices.

• Relevant demographic, psychographic, brand and category usage data are collected.

• Sensory evaluation such as taste tests and package evaluations can be conducted.

CLIENT OBSERVATION

There's nothing like getting the answers immediately! Rapid Response clients are welcome to attend the sessions...and typically do. While seated discretely in the back of the session room or in a separate viewing room, they observe responses sequentially via a PC monitor. A bar graph depicting the total group response choices is displayed immediately following each question. Clients use this real-time data to develop questions for the qualitative follow-up discussion. Arrangements have been made with several group session facilities around the country to have Rapid Response rooms at their sites. This will allow you and your colleagues to view sessions via a two-way mirror in a comfortable, private environment. Sessions can also be teleconferenced back to your office, eliminating the need to travel on your part.

RAPID RESPONSE MARKETS

Rapid Response interviewing is available in many markets throughout the U.S. and abroad. Special market requests can be accommodated.

DOMESTIC MARKETS