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Market Research
 
How Does Audience Response Technology Improve Market Research?

Interactive technology fundamentally improves the dynamics of focus groups and other customer listening sessions. Using wireless response keypads, participants answer interactive questions about various aspects of products, services, or other marketing topics where key customer input is needed. Depending upon the type of research you are conducting, quantitative or qualitative, there are a variety of benefits that can be experienced:

INTERACTIVITY FOR QUANTITATIVE ANALYSIS

Accelerate data collection
Collect data from dozens (even hundreds) of participants in a fraction of the time it would take with standard survey instruments.

Automatically process data
Polling results are instantly tabulated, saving the time and cost of manual compilation. Polling results can be instantly reviewed by participant demographics (gender, age groups, etc.).

Display real-time results
Polling results are displayed instantly, providing immediate insight into the group's opinions.


INTERACTIVITY FOR BLENDED QUANTITATIVE AND QUALITATIVE ANALYSIS


Live data display fosters stronger discussions
Polling data quickly shows collective opinion, but the real value comes from the discussions after results are displayed. This dynamic group interaction gives you valuable insight into consumer behavior.

Honest input
Because the process is anonymous, people are willing to use the keypad to express their true voice.

100% participation
During an interactive question our OptionPower software can display keypad numbers that haven't responded, ensuring that everyone provides their opinion while maintaining anonymity.
 

OptionPower Will Validate Your Market Research Programs

IDENTIFY NON-RESPONDERS
See which keypads haven't responded to interactive questions so you can achieve 100% response rates and a complete data set when required. Non-responders are displayed only with a number code so anonymity is maintained.
 
SUPPLEMENTAL STATISTICS
Display a wide range of statistical measures for immediate analysis. Statistical measures include number of responses, average, standard deviation, variance, confidence interval, and a polarization index. Research originators and clients can view live, real-time substantive analysis while the research session is being conducted.
   
STORE PARTICIPANT POLLING DATA IN A FULLY RELATIONAL SQL DATABASE
Easily access data and analyze by session, participant, group, or other variables. Access data real-time during a session for immediate review. You can revisit the data later, too, if you want to look at it from different perspectives or if you need to prepare audit and compliance reports.
   
CROSS TABULATION
Cut and splice responses based on demographics. It is possible to screen responses based on multiple demographic layers such as men with incomes over $100,000 that are non-smokers. You can view how important constituencies are responding to survey questions with minimal effort.
 
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