Moment-to-Moment Applications

• Refine and optimize new concepts
• Understand the initial appeal of the various elements within a commercial
• Measure the effectiveness of the message among the target audience

QUIC™ In A Nutshell
QUIC™ gives the opportunity to probe deeper and gain a more insightful understanding of reactions to commercials, concepts or any communication between you and the consumer. The process is simple: capture reactions and then discuss. Find out precisely how "Mary" is reacting to each element of your test material without being influenced by "Jane," "Sue" or "Betsy." Then display the group results back to the group and use this information to stimulate a conversation about the reasons behind their reactions. Find out "what" and discover "why."

How It Works
Fifteen to 20 respondents representing the target audience are recruited for a 2½ hour research session. After going through a series of practices, respondents use the dial to reflect the degree of their reaction to what they are seeing and hearing. The moderator instructs them to start at neutral and then turn their dial towards 100 if they are feeling positive and towards 0 if they are feeling negative.

All of the information is collected and instantly displayed to the moderator and observers. This immediate feedback is valuable to the research team. In a matter of minutes, you can:

• Understand a full range of opinions
• Quickly gauge if any element is overwhelmingly positive, neutral, negative or polarizing
• Gives context to better understanding the group discussion.

After the data collection, a brief top-of-mind discussion follows. Consumers talk about what they just saw while sharing their first response to any of the stimuli to which they were exposed.

At this point, you know "what." The final step is to discover the "whys" behind it. The moderator will use the test video with the graph overlay to stimulate an in-depth discussion of the test material based on consumers' recall of how they dialed for positive/negative. It is during this time that the moderator will probe specific issues discussed previously with the client, as well as discuss in pieces what respondents were thinking and feeling "up to this point."

What's The End Result Or Take Away?
The output of QUIC™ testing is rich, deep qualitative insight and feedback for all parts of the concepts, demos, images or designs from beginning to end. In addition to the in-depth learnings, output from a typical QUIC™ session includes immediate videotapes with a graph and histogram showing the average group reaction and distribution, making it easy to see how consumers reacted to each part. The video graphs represent consumers' feelings and preferences presented in real time. Any closed-ended or demographic information is provided in either graphical or crosstab format.

Other Details

• Qfact coordinates the entire effort and provides all of the necessary tools. Qfact arranges facility and recruiting as well as the QUIC™ team and equipment.
• The system is flexible and portable, allowing research to be conducted almost anywhere. If the room is large enough to seat 20 respondents, chances are that we can do it.
• QUIC™ knows no bounds. Research can be conducted with any age, in any language…anywhere.
• The QUIC™ team generally needs 2 to 3 weeks to allow for consulting, design and recruiting.

What Next?
Interested? Contact Andrew Tamplin at 513-936-5613 or Kristen Monroe at 513-936-5618 to discuss how QUIC™ can help you get beyond "what" and find out "why."

A demo CD is also available.

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