Make insights visible during focus groups
Market Research
Market research often revolves around understanding motives, preferences and considerations that cannot be directly captured in figures. It is precisely these subjective insights that require working methods that help participants express their opinions intuitively and help researchers reveal patterns and differences.
QandR supports this by immediately visualising opinions and responses and using them as a starting point for group dialogue. This not only clarifies what people think, but also why. For Motivaction, this intuitive way of responding was the reason for using QandR in focus group sessions, where speed, nuance and interaction are essential.
"The pointing technique offered by QandR is a method to measure what the gut has to say - as opposed to typing words which is more rational. QandR stands out by facilitating a more intuitive approach to giving responses."
Sander Kluiters, Senior strategy consultant - Motivaction
Our collaboration with Motivaction started in 2017 and as a launching customer they were an important partner to shape the product according to the needs of qualitative research. That Motivaction was innovative on this point is reflected in the fact that they presented it during the ESOMAR Fusion 2019 in Madrid. Below a video recording of this presentation.
During the ESOMAR presentation Motivaction reflected on the reasons why they use this QandR in almost every focus group.
It is fun to work like this and helps us to easily get some focus points for starting the discussion We can also easily transfer the outcomes (visuals) into our reports and respondents like to participate in focus groups where we use this method, as well as our clients
Margré Nijkamp, manager Innovation Lab at Motivaction
Are you working on a research project but still need a group of respondents? Our partner BureauFris offers QandR as a standard research facility and can also provide respondents.
Getting a system 1 response, before the deep dive behind those choices
Research companies using QandR
QandR is used by many Dutch and international organizations. Their focus groups are more enjoyable and QandR helps the facilitators to easily get some focal points to start the discussion. Furthermore, they can easily convey the results (visuals) in their reports and both respondents and their clients give higher ratings to fous groups where QandR is used.
