case histories
The online audio methodology has been endorsed by the International Journal of Market Research (May 2009) which examined audio online focus groups and nominated them as more effective than face-to-face focus groups.
The study showed that the online audio method is proven to:
- generate more information than face-to-face focus groups
- generate higher quality information given the same time frame
- enable more interaction with group members
- result in participants being more satisifed with the discussions and enjoying the research process more.
"Mindspace provided an excellent and professional service for our brand research exercise. The online groups were just as effective as the standard types of focus group, and I was surprised at both how quickly they were organised and how soon we were able to start making use of the research and findings. I would recommend using Mindspace to anyone thinking of conducting research for their business."
(Travel Sector client)
Pre-testing direct mail
(Airmiles)
Online audio focus groups were used to test new ideas for a direct mail campaign for a national loyalty scheme. Respondents were shown a range of visual layouts and using the Mindspace system, we were able to evolve these on a 'live' basis as the thinking developed.
New Product Naming
(The Macallan)
Online audio focus groups were carried out with UK and US whisky drinkers, helping to develop a name for a new range of duty free whiskies. Working from the UK, we were up at midnight chatting to New Yorkers as they came home from work at 7pm EST.
Developing a brochure
(Quality Meat Scotland)
Online audio focus groups were used to interview women who bought meat in order to ask their opinon about the design of a proposed new leaflet. Regional attitudes were important, so using this method we were able to include respondents across a wide geographical area (including the Outer Hebrides) at no extra cost.
Website assessment
(Princes Trust)
Audio online groups were used to assess opinions of a major UK charity's website amongst people who were very involved and not so involved in the charity's activities. Via the system, respondents were able to remotely use and comment on the website, allowing the moderator to observe and discuss with them where the site needed improvement.
Advertising development
Digital UK/i-design
During the roll-out of the switchover to digital tv, an ad campaign ran on ATM machines. We did online groups to to explore awareness and understanding of the switchover, and used the pc screen as a virtual atm screen to show people how the ads would look when they used the cash machine.
Staff Intranet
Major Bank
The bank wished to test some of its intranet content with staff members around the world. Using online audio we linked people up to discuss their views and requirements of the site and reviewed in detail how information was presented.