PathwaysSM
The struggle in research design has always been between a quantitative and qualitative approach, and deciding which solution to apply to a particular business case. Both options fill specific research needs: quantitative research provides projectable and representative samples, while qualitative research provides the in-depth understanding marketers require. The problem, however, is that researchers have traditionally had to choose between statistically valid sampling with minimum in-depth learning or in-depth learning with only directional confidence.
RTi’s PathwaysSM approach bridges the gap between quantitative and qualitative research. Using audience response technology, quantitative testing and qualitative research can be combined into a single two-hour session. In each session:
- Respondents participate in a quantitative session responding to ideas, questions, or other stimuli via a wireless device (45-60 minutes). There are approximately 50 respondents per session.
- A smaller subset of this group is then selected to join a qualitative focus group (approximately 60 minutes). Selection for the group is based on answers to key questions and any other known data about the respondents. For example, for concept optimization, we can choose to speak with respondents rating certain concepts “probably will buy” who are also the heaviest category users.
The technique is infinitely flexible allowing any form of visual stimulus, including video, audio or Web sites, and can be conducted anywhere or anytime. In addition, the technique allows any type of questioning and a variety of traditional and advanced analytic options.
The benefits of this technique include:
- Increase Speed-to-Market
- Extremely Compressed Cycle-Time
- Real-time Results (viewed by Core Business Team)
- Optimization (“why” behind “what”)
- Extremely Flexible — Anywhere; Anytime; Any Type of Stimulus
- Validated Methodology
- Immediate Actions Steps Clearly Understood by Core Business Team
RTi has used this technique with great impact among both business and consumer audiences in the following areas:
- Concept Screening
- Product Benefits and Feature Exploration
- Design Evaluation
- Positioning
- Communications
- Advertising Effectiveness