Pure one-on-one qualitative interviewing eliminates the built in influences of dominant respondents in Focus Groups - resulting in more real opinions
Real, raw, on the spot interviews that capture a persons real opinion and depth of opinion -- whereas coming to a facility after being recruited and having days to think about a subject matter (perhaps speaking with others) is less reflective of a real opinion
Quick, fun, to the point research gets real opinions - whereas driving to a facility (seeing gas at 3.90 a gallon) and back nearly an hours total drive, waiting to see the moderator, and hoping to get invited back for the next big co-op payment - is less likely to get real opinions
Real, spontaneous, interviews with a maximum compenation of one dollar is more likely to get a real opinion - compared to `possibly positive' comments in highly paid co-ops (desire to come back as a good respondent) - (also, many of these professional respondents know that when they are `screened' that they should answer 'definitely or probably buy/use/interest in' - to participate - then they follow thru positive later for less real opinions
Respondent never known to recruiter/moderator at SLV -- whereas at other firms the recruiter may or may not have recruited respondent for previous studies, repeat respondents are common
Qualitative not recruited from lists better samples, more real opinions - compared to nearly all qualitative being recruited from prior participation lists at other firms --- Lists restrict randomness
The most real opinions from the most real sample - finally, research that is transparent and clean in its source - the respondent
Potentially, very quick turnaround time for concept ideas and concept boards. Resulting in a time savings over those initial focus groups that use to be the first step
All in DVD picture quality, with high quality sound - so you can hear those real opinions - loud and clear
Fits today's real world of information; spontaneous, unfiltered, able to address today's Attention Economy and Intention Economy -- of today's information age -- better than the old non-transparent methods of most Marketing Research available