WHAT is it?

This is a new approach to virtual qualitative research. With our new platform and innovative proprietary process, we believe the virtual focus group has finally come of age!

A moderator and 1-8 respondents can come together across many time zones and thousands of miles using tools that are rapidly becoming 2008 staples: a web cam (which we provide if needed), a computer, and the Internet. Participants simply log onto a web page where everyone sees and hears each other, and conduct a real-time focus group using the same kinds of stimuli and dynamics they would encounter in a physical group.

Rockhopper clients are also able to interact with one another while they listen to the group and can have occasional consultations with the moderator. We can accommodate 20 or more "observers" for each group session.

Rockhopper Research offers interview "rooms," recruiting, and start-to-finish support for conducting virtual qualitative research efficiently and effectively.

WHEN should you use it?
This innovative approach is used to study beliefs, attitudes, usage habits, new segments, new products, new services, and concepts.

• Brand communication: identity, loyalty, equity
• Communications evaluation
• Concept development and testing
• Customer satisfaction
• Discovery: exploration, ideation
• Ethnography and observational research
• Image: positioning, packaging, advertising
• Internet usability
• Motivation: persuasion, trial, usage, switching
• Organizational development
• Stakeholders: loyalty, retention, attrition
• Strategy: development and refinement

Now you can see, hear and digitally record virtual qualitative market research projects like:

• Focus Groups
• Individual depth interviews
• Mini groups, triads, dyads
• Bulletin boards
• Advisory panels
• Survey research interviews when you want to see respondents or display stimuli
• Pre-post interview communication among research team

HOW does it work?

• Participants are recruited using traditional methods and then sent a web camera so that both verbal and non-verbal reactions can be recorded.
• Installation of the web cam is simple, aided by Rockhopper Research tech support 1-2 days prior to the interview.
• Participants are then provided instructions via email including a link to the interviewing room and a toll-free teleconference number to call.
• Upon clicking on the link, participants sign on and see the Rockhopper Research interview room, complete with live video of the other participants, audio chat, and the ability to react to storyboards, video, or other graphic stimuli.
• A polling capability enables gathering responses and tabulating in real time. Moderators have the option of saving the data for later analysis or sharing it with respondents immediately to stimulate discussion and probe responses.
• It is also possible for a respondent to share his computer screen with the group, which can be extremely interesting for web usability projects.
  

Recruiting
For most studies, we use a blend of email recruitment (from a global panel with access to over 15 million online consumers) and telephone verification and confirmation. Specifically, emails elicit involvement and direct participants to an online qualification questionnaire to ensure each meets screening criteria. Telephone follow-up confirms that respondents qualify and then ensures good show rates by surfacing respondent questions and concerns.

Technical support
Rockhopper Research provides dedicated technical support, both in the preparation stage (ensuring respondents are technologically prepared) and the interviewing stage (closely monitoring system performance throughout the interview). Once recruited, Rockhopper Research emails participants a link to the interview, as well as a link to click on to verify their computer has Flash (which 98% of computers do). Thus, 30 minutes prior to the interview, when participants sign into the waiting room and provide photo ID verification, most technical support problems have already been resolved.

Online interviewing rooms
Once the focus group is underway, questions and answers occur in "real time" in a remarkably lively setting. Respondents and the moderator interact exactly as they would in a traditional setting.

Demo
Rockhopper Research not only saves money and time, but also generates better insights to support the decision-making process. Experience Rockhopper Research firsthand!

Call or email us to set up a live demo and see how you can now the new generation of virtual qualitative research!

WHY should you use it?
We add video and audio to the old technology of chat, allowing you to sample any geography and show respondents any stimuli with easy-to-use tools for control.

Improved Value
By using our virtual qualitative research services, you eliminate the costs, hassles, and lost productivity of travel, as well as those associated with videoconferencing and videotaping.

• Eliminates waiting in airports, standing in security lines, waiting in traffic, thereby, if you choose, do more interviews per day
• Eliminates travel conflicts
• Sometimes faster recruiting

Improved Process

• Improve project communication and collaboration
• We can meet with you in a virtual conference room before and after interviews.
• Get real-time, face-to-face interaction to better collaborate over screeners, discussion guides, debriefing, even presentations and working sessions.
• Immediate learning -- Discuss findings immediately after interviews.
• Senior management and other colleagues can more easily experience market opinion through virtual attendance – either “live” or by viewing recorded sessions.
• Flexibility, increased functionality
• Create an interview room that fits your specific needs
• High-speed or dial access
• PC or Macintosh platform
• Everything is digitally recorded
• Roadmap to entire interview is provided
• Simultaneous international translation available
• “Pass notes” from research team to moderator at any time

Improved Data

• More reliable
• Get more geographically representative respondents -- anywhere in the world where participants have access to the Internet
• Access North American and Global panels
• Visually verify identity of respondents
• Candid data: Get respondents who tend to be more forthcoming and independent
• More lively interviews
• All respondents see and hear each other
• Most respondents are energized by the novelty of this venue
• More data
• Simultaneous communications. Respondents can communicate what they want, when they want.
• Observe non-verbal behavior with zoomed close-up view
• Hear vocal intonation
• Instant chat transcripts
• Audio tapes and/or regular transcription service also available
• Get respondents you could not get before by removing all the logistical and environmental obstacles to participation
• Get better group dynamics: Discretely manage difficult respondents